Evaluating participants' customer citizenship behaviors using an Internet charity platform

Abstract

We revealed the mechanism of customer citizenship behavior through an Internet charity platform by examining the validity of the unified theory of acceptance and use of technology (UTAUT). We introduced trust in, and interactivity of, the Internet charity platform to develop a model based on the UTAUT, and conducted an online survey with 302 participants in China. The results show that performance expectancy and effort expectancy had a positive impact on reparticipation intention, which led to an increase in customer citizenship behavior, on which facilitating conditions also had a significant positive impact. Further, trust in the Internet charity platform moderated the influence of performance expectancy and effort expectancy on reparticipation intention, and the interactivity of the Internet charity platform promoted the impact of facilitating conditions on customer citizenship behavior. Practical implications for managers of nonprofit organizations are discussed.