Abstract
Although recent studies have explored the antecedents of customer engagement behavior (CEB), few empirical studies have explored the mechanisms that connect these antecedents to CEB. From self-concept perspective, this research uses experimental and survey methods to explore the influence of the type of customer-invested resource (time vs. money) and customers’ regulatory focus (promotion-focused vs. prevention-focused) on CEB and the mechanisms that underlie these processes. The results of three studies show that promotion-focused customers initiate more recommendations and complaints when time (vs. money) spent in the shopping experience is emphasized, whereas this effect does not exist for prevention-focused customers. A self-concept connection mediates the moderating role of regulatory focus in the relationship between types of resources and recommendations, whereas this mediating role of self-concept connection does not exist with complaining behaviors. In summary, the influence of customer-invested resources on CEB varies according to a customer’s regulatory focus.
Highlights
In the past, most product/service information came from marketers
These results may suggest time and money investments have the same effect on customer‟s self-concept connection in the shopping experience
The self-concept connection caused by time investment was not different from that caused by money investment
Summary
With the rapid development of the Internet and social media, customers have more control over product and service information through increased access to word-of-mouth, customer reviews, customer referrals, and so on (Lee, 2012). Customer behavior such as word-of-mouth, customer reviews, and customer referrals has become increasingly important for business success. Many previous studies have explored factors affecting CEBs (e.g., De Matos & Rossi, 2008) These factors include customer-based factors (e.g., customer goals, customer-invested resources), firm-based factors (e.g., brand characteristics, firm reputation) and context-based factors (e.g., media attention) (Van Doorn et al, 2010). This paper will explore the relationship between customer-invested resources (time vs. money) and CEBs from self-concept perspective
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