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Assessing the influence of goal pursuit and emotional attachment on customer engagement behaviors

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  • Li, Dongmei
  • Han, Xiaoyun

Abstract

This study draws on customer-dominant logic and self-expansion theory to examine the drivers of customer engagement behaviors in the context of emerging online interest communities. The engagement behaviors seen in online communities are operationalized into four types: augmenting, co-developing, influencing, and mobilizing. Goal pursuit (gratifying-the-self, enabling-the-self, and enriching-the-self) and emotional attachment to the community are found to be the key antecedent factors of these behaviors. The attainment of gratifying-the-self has a direct influence on these behaviors, whereas the attainment of enabling-the-self and enriching-the-self influences them via emotional attachment to the community.

Suggested Citation

  • Li, Dongmei & Han, Xiaoyun, 2021. "Assessing the influence of goal pursuit and emotional attachment on customer engagement behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920313631
    DOI: 10.1016/j.jretconser.2020.102355
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    10. Ying Zhou & Sameer Kumar & Fumitaka Furuoka, 2024. "Enhancing customer value co-creation and stickiness in social commerce: integrating PLS-SEM and NCA for deeper insights into customer-to-customer dynamics," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-15, December.
    11. Xiaoming Fan, 2024. "The coldness of machines vs. the warmth of humans: social exclusion and compensatory consumption of handmade products," Italian Journal of Marketing, Springer, vol. 2024(3), pages 267-285, September.
    12. Jiaqi Wang & Peng Zou & Bo Yu, 2024. "How online exposure to nature affects customer engagement: Evidence from Sina Weibo," Electronic Markets, Springer;IIM University of St. Gallen, vol. 34(1), pages 1-17, December.
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