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The Customer Citizenship Behaviors of Food Blog Users

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Department of Tourism Management, National Kaohsiung University of Applied Sciences, Kaohsiung 807, Taiwan
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Department of Tourism Affairs, Tzu Hui Institute of Technology, Pingtung 926, Taiwan
3
Department of Leisure, Recreation and Tourism Management, Tzu Hui Institute of Technology, Pingtung 926, Taiwan
*
Author to whom correspondence should be addressed.
Academic Editor: Giuseppe Ioppolo
Sustainability 2015, 7(9), 12502-12520; https://doi.org/10.3390/su70912502
Received: 13 June 2015 / Revised: 5 August 2015 / Accepted: 8 September 2015 / Published: 11 September 2015
(This article belongs to the Section Economic and Business Aspects of Sustainability)
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. View Full-Text
Keywords: food blogs; psychological needs; customer satisfaction; customer-company identification; customer citizenship behaviors food blogs; psychological needs; customer satisfaction; customer-company identification; customer citizenship behaviors
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MDPI and ACS Style

Chen, K.-H.; Hsieh, K.-J.; Chang, F.-H.; Chen, N.-C. The Customer Citizenship Behaviors of Food Blog Users. Sustainability 2015, 7, 12502-12520. https://doi.org/10.3390/su70912502

AMA Style

Chen K-H, Hsieh K-J, Chang F-H, Chen N-C. The Customer Citizenship Behaviors of Food Blog Users. Sustainability. 2015; 7(9):12502-12520. https://doi.org/10.3390/su70912502

Chicago/Turabian Style

Chen, Kaung-Hwa, Kuo-Jung Hsieh, Feng-Hsiang Chang, and Nai-Chia Chen. 2015. "The Customer Citizenship Behaviors of Food Blog Users" Sustainability 7, no. 9: 12502-12520. https://doi.org/10.3390/su70912502

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