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.
Highlights
With internet technology evolving, blogs have become a global phenomenon
We discuss the relationship among psychological needs (PNs), customer commitment (CC), customer satisfaction (CS), customer-company identification (CCI), and customer citizenship behaviors (CCBs)
The findings indicate that the value of construct reliability (CR) is over 0.6, and that of average variance extracted (AVE) is more than 0.5; the internal structural fitness of the three factors possesses good convergent validity (Table 7)
Summary
Blogs have become a global phenomenon. They have had a substantial impact on the hospitality and tourism industry [1], and they are essential as a way to circulate information regarding product quality through the Internet [2,3]. Blogs that discuss fine foods in Taiwan are becoming a popular habit of life, and people often make decisions about delicacies because of evaluations based on information obtained from the Internet. The creation and use of blogs as information sources satisfies emotional needs and creates a sense of self-fulfillment in users who browse food blogs. These users are expected to act as participants and contributors to help others realize their own dreams. Sharing the experience with others is a part of the experience that users look forward to All of these topics are based on the satisfaction and realization of dreams and psychological needs
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