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The Customer Citizenship Behaviors of Food Blog Users

Author

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  • Kaung-Hwa Chen

    (Department of Tourism Management, National Kaohsiung University of Applied Sciences, Kaohsiung 807, Taiwan)

  • Kuo-Jung Hsieh

    (Department of Tourism Affairs, Tzu Hui Institute of Technology, Pingtung 926, Taiwan)

  • Feng-Hsiang Chang

    (Department of Leisure, Recreation and Tourism Management, Tzu Hui Institute of Technology, Pingtung 926, Taiwan)

  • Nai-Chia Chen

    (Department of Tourism Management, National Kaohsiung University of Applied Sciences, Kaohsiung 807, Taiwan)

Abstract

Compared with previous studies that have focused on customers’ behavioral intentions or the factors that influence purchase behaviors on blogs or discussion boards, in this study, we examine the factors of independent food blogs or discussion boards that influence users’ customer citizenship behaviors. Six food blogs were selected based on the flow rate and food diaries. 323 Subjects were chosen from the blog user population and then interviewed to develop the data needed for this study. The results indicate that psychological needs, customer satisfaction, and customer-company identification positively affect customer citizenship behaviors. High satisfaction of customer-orientation is a critical management strategy on food blogs. This study adapts physically existing organizational behavior theory through appropriate inference and modification for virtual community. Unlike past studies that focused on customer purchase intention, this study emphasizes customer value and social media of the virtual community.

Suggested Citation

  • Kaung-Hwa Chen & Kuo-Jung Hsieh & Feng-Hsiang Chang & Nai-Chia Chen, 2015. "The Customer Citizenship Behaviors of Food Blog Users," Sustainability, MDPI, vol. 7(9), pages 1-19, September.
    • Handle: RePEc:gam:jsusta:v:7:y:2015:i:9:p:12502-12520:d:55625
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    References listed on IDEAS

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    Cited by:

    1. Giovanni Sogari & Tommaso Pucci & Barbara Aquilani & Lorenzo Zanni, 2017. "Millennial Generation and Environmental Sustainability: The Role of Social Media in the Consumer Purchasing Behavior for Wine," Sustainability, MDPI, vol. 9(10), pages 1-16, October.
    2. Ataharul Chowdhury & Khondokar H. Kabir & Abdul-Rahim Abdulai & Md Firoze Alam, 2023. "Systematic Review of Misinformation in Social and Online Media for the Development of an Analytical Framework for Agri-Food Sector," Sustainability, MDPI, vol. 15(6), pages 1-25, March.
    3. El Sayed A. Nagy & Wafaa Galal Marzouk, 2018. "Factors Affecting Customer Citizenship Behavior: A Model of University Students," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(1), pages 54-70, March.

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