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

Dongmei Li and Xiaoyun Han

Journal of Retailing and Consumer Services, 2021, vol. 59, issue C

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.

Keywords: Customer engagement behavior; Goal pursuit; Emotional attachment; Online community (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (17)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920313631

DOI: 10.1016/j.jretconser.2020.102355

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