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November 21, 2025Humanities and Social Sciences CommunicationsOpen Access

Customer citizenship behavior and customer perceived value in China: the mediating role of value co-creation experience

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Authors

JYJielin YinYZYangyang ZhaoZMZhenzhong Ma

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Overview

Analysis shows customer citizenship behavior influences perceived value in digital economy, indicating co-creation is vital.

Key Points

  • Co-creation experience mediates the relationship between customer citizenship behavior and customer perceived value.
  • Different dimensions of customer citizenship behavior affect various aspects of co-creation experience.
  • The study included 642 matched questionnaires collected from virtual brand communities.
  • Findings suggest that enhancing customer roles in value co-creation can benefit organizations.

Cite This Study

Yin et al. (2025) studied this question.

synapsesocial.com/papers/6924e3e6c0ce034ddc34ec52https://doi.org/10.1057/s41599-025-06223-7
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  5. 5Examining Customer Value Cocreation Behavior in Boutique Hotels: Hospitableness, Perceived Value, Satisfaction, and Citizenship Behavior2024 · 11 citations