| dc.description.abstract | Today, due to the highly competitiveness from market players and heavy
pressure as a result of a rapidly changing market, companies have to face various
concerns that motivate their striving to utilize their advantages. Toward the e-commerce
industry, where customers find the ease from its flexible online platform, customers play
a vital role in boosting the platform’s performance as they can get involved in the
service delivery. Since the user’s extra-role behaviors can be beneficial to the service
providers, this research strives to explore this issue in term of Customer Citizenship
Behaviors (CCB), through discovering the antecedents of CCB to clarify the two goals:
first, it is to investigate the relationship between customers’ Post-adoption beliefs and
their CCB in the IT industry, focusing on e-commerce platforms; second, it then
explores the mediator function of customers’ Affective commitment among their
Post-adoption beliefs and CCB. | en_US |
