“Net” value co-creation: The effect of interactions on consumer citizenship behavior in online travel communities
Online traveling community is initiated by companies, but its survival is inextricably linked to consumer citizenship behavior (e.g., out-group recommendation, in-group helping, and inward response). The majority of researches have investigated consumer behavior of brand community such as consumer s...
Main Authors: | Biyu Guan, Haiquan Chen, Yunhao Liu, Rui Liu, Ailing Wu |
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Format: | Article |
Language: | English |
Published: |
Frontiers Media S.A.
2022-08-01
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Series: | Frontiers in Psychology |
Subjects: | |
Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.991009/full |
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