The Influence Of Perceived Product Innovation On Customer Citizenship Behavior In Social Media Environments

While social media brings new opportunities for product innovation,it also enables customers to participate in enterprise marketing more and more widely and deeply.Not only can companies use social media to interact with customers anytime and anywhere to answer their questions.In addition,product information can be delivered to customers more truly and vividly by means of web celebrity live broadcast and product short video,so as to enhance customers’ perception of product innovation,and encourage them to give feedback,recommend and help other consumers through user-generate-content,as well as tolerating the slight product quality defects and other customer citizenship behaviors of enterprises.And making use of the resources owned by customers to contribute to the innovation performance of enterprises.As the final consumption object of customers,products are one of the most fundamental factors affecting customer behaviors.It is of great significance to explore the influencing factors of customer citizenship behavior from the perspective of products.However,existing studies have not explored the relationship between perceived product innovation and customer citizenship behavior in social media environment.Based on the background of enterprise innovation performance in the social media environment,this study explores the impact of perceived product innovation on customer citizenship behavior.The mediating role of brand trust in the relationship between perceived product innovativeness and customer citizenship behavior,the moderating role of price promotion in the relationship between perceived product innovativeness and brand trust,and the moderating role of public self-awareness in the relationship between perceived product innovativeness and customer citizenship behavior were discussed.This study reviewed the relevant literatures on customer citizenship behavior,perceived product innovation,brand trust,price promotion and public self-consciousness,found the deficiencies of existing research,and determined the research problems,defined the research purpose and content,research significance and innovation points based on the practical background.Integrating existing research and relevant theories to build theoretical models and put forward research hypotheses;Design and issue questionnaires and collect the required data;Based on the statistical analysis of SPSS and AMOS,the hypothesis was tested and the following conclusions were drawn:first,perceived product innovation has a significant positive impact on customer citizenship behavior.Second,brand trust plays a partial mediating role in the influence of perceived product innovation on customer citizenship behavior.Third,price promotion plays a moderating role in perceived product innovation and brand trust.Fourth,public self-consciousness plays a moderating role in perceived product innovation and customer citizenship behavior.The conclusions of this study deepen and expand the theoretical research on the pre-factors,structural systems and applicable boundaries of customer citizenship behavior in social media environment,and provide practical guidance for enterprises on how to enhance customers’perception of product innovation to promote customer citizenship behavior.