Research On The Influence Mechanism Of KOL's Information Behavior On Customer Citizenship Behavior

With the rapid development of social media,the relationship between enterprises and customers became much more complicated.Customer Citizenship Behavior,which was the significant topic for both marketing scholars and marketers,could create more value for enterprises in social media situation.But,on the one hand,according to former research in value co-creation,scholars had a common sense that they took customers as a whole,not much research could we find which classify the customers,on the other hand,KOL(Key Opinion Leader)needed more focus on the research of their functions towards customers.In this research,we divided customers into normal customers and KOLs,and we started our research under the structure of value co-creation theory as well as using information transmission theory,SOR theory,self-determination theory.In this research,we would find out the pathway of how KOLs' information behavior makes influence on customer citizenship behavior,as well as we would find out the relationship among KOLs' information behaviors and self-determination and customer citizenship behavior.This research had three main results as follows: Firstly,under the circumstance of social Q&A community,we defined KOL information behavior as information answering behavior and information publishing behavior.Through this research we successfully demonstrated both information answering behavior and information publishing behavior had positive influence on customer citizenship behavior.Secondly,Under the SOR theory,this research found out that under the stimulation of Kol information behavior,sense of self-determination appeared in customer's mind,which caused their customer citizenship behavior.Thirdly self-determination(which was divided into the sense of autonomy,the sense of competence,the sense of belonging)was the partial mediator variable between KOL information behavior and customer citizenship behavior.Among self-determination,the sense of belonging had the most significant influence towards customer citizenship behavior.In the end of this research we discussed all the hypotheses we made.Though the discussion we hoped that we could help marketers create some new ways to attract their customers as well as creating more value for enterprises.This study would also provide effective suggestions on marketing strategy and marketing innovation.