Research On The Influence Of Community Interaction On Customer Citizenship Behavior In Community Supported Agriculture(CSA)

In the context of Community Supported Agriculture(CSA),what factors trigger customer recommendation and understanding of agricultural product defects,namely customer citizenship?How can CSA farms operate their communities to better influence customer citizenship?Does the origin image of CSA agricultural products affect customer citizenship behavior?Through the empirical study of CSA,this paper hopes to explore the relationship between community interaction,conumunity trust,customer citizenship behavior and the image of origin,explore the key factors affecting community trust and customer citizenship behavior,and provide guidance for CSA farms on how to guide customer citizenship behavior from the perspective of community interaction and image of origin.Existing research gaps mainly include four aspects:first,the research on community interaction on consumer behavior mainly focuses on the level of customer purchase intention,customer loyalty and other customer behavior within the role.Does community interaction affect customer extra-role behavior,such as customer citizenship?The scholars did not go further.The second is the research on community trust.Scholars have proposed that community trust is an important variable affecting consumer behavior,and widely confirmed its mediating role.However,few scholars have conducted empirical tests on whether community trust also plays an mediating role in the relationship between community interaction and customer citizenship behavior.Three is about the customer citizenship behavior before due to the research,the scholars although widely discussed the social sense of responsibility,customer satisfaction,service quality,online support,perception and recognition,customer commitment to employees,such as variables,but did not touch the community interaction,and such research mainly focus on the tourism industry,and little attention to the CSA field.Fourth,the previous literature generally studies the image of origin as an independent variable,and few of the research variables involve the behavior of customers.The research content of this paper:first,the influence of community interaction on community trust;Second,the influence of community interaction on customer citizenship behavior;Third,the influence of community trust on customer citizenship behavior;Fourth,the role of origin image in regulating community trust and customer citizenship behavior.The research conclusions of this paper are as follows:first,there is a significant positive correlation between community interaction and community trust,and both information interaction and interpersonal interaction have a significant positive impact on community trust.Second,there is a significant positive correlation between community interaction and customer citizenship behavior.From the perspective of impact coefficient,interpersonal interaction has a stronger impact on customer eitizenship behavior.Third,there is a significant positive eorrelation between community trust and customer citizenship behavior.Fourth,community trust plays a part of mediating role in community interaction and customer citizenship behavior.Fourth,the regulation of the image of origin.In the relationship between community trust and customer citizenship,the image of origin plays a positive regulating role.In this process,if members feel the CSA community issued a good image of country of origin of agricultural products,such as the high-profile or agricultural growth environment is good,so the influence of the members of the community trust for customer citizenship behavior relationship are more intense,with a lower compared to the origin of the image,the higher of origin image can strengthen community trust for customer citizenship behavior.The main innovation points of the research are:(1)in the context of community supported agriculture,this paper constructs a theoretical model with community interaction(interpersonal interaction,information interaction).Based on the service eontact theory,this paper introduees eommunity trust as an intermediary variable into the model of the influence of community interaction on customer citizenship behavior,provides a new perspective to explain the mechanism of customer citizenship behavior in CSA context,and enriches its antecentric variable.(2)this paper introduces the image of origin as a moderating variable,and the effect of origin refers to that the image of origin influences customers' evaluation of products.However,there is little research on customer behavior beyond customer role(customer citizenship behavior).Therefore,in order to emphasize the boundary effect of community trust on customer citizenship behavior,this paper introduces the origin image as a moderating variable,and different origin images have different influences on the relationship.