Abstract: This study breaks through the theoretical perspective limits which focus on external factors when studying customer citizenship behavior in former studies and explores customer citizenship behavior from customer principal part perspective, basing on Social Exchange Theory and “Appraisal-Emotional Response-Coping” Model. This study remedies the shortfall of “Stimulate-Organism-Response” paradigm which exists in explaining the mechanism of customer citizenship behavior by constructing the theoretical model of experiential value, customer commitment and customer citizenship behavior. Through data analysis of 727 effective sample cases, we find that efficiency value has significant positive effect on calculative commitment and affective commitment; Service excellence value, aesthetic value and playfulness value have significant positive effect on affective commitment; Compared with the impact of calculative commitment on customer citizenship behavior, the impact of affective commitment on customer citizenship behavior is stronger; Calculative commitment and affective commitment have partly mediating effect on the relationship between experiential value and customer citizenship behavior. The research results provide new theoretical basis for exploring the mechanism of customer citizenship behavior under customer principal part perspective as well as offer decision basis for improving product and service design and evoking customer citizenship behavior to internet retailers.

摘要： 本文突破以往研究顾客公民行为侧重外部因素的理论视域局限，基于社会交换理论和“评价-情感-应对”模式理论，从主体价值视角切入研究顾客公民行为。通过构建体验价值、顾客承诺与顾客公民行为相互作用的理论模型，弥补了“S-O-R”旧有范式在解释顾客公民行为生成机制方面的不足。通过对727个有效样本数据的研究发现，效率价值对计算性承诺和情感性承诺均具有显著正向影响；服务卓越价值、审美价值和趣味性价值对情感性承诺具有显著正向影响；相比于计算性承诺对顾客公民行为的影响，情感性承诺对顾客公民行为三维度的影响更强；计算性承诺和情感性承诺在体验价值与顾客公民行为的关系中存在部分中介效应。本研究结论为探讨顾客主体视角下顾客公民行为的生成机制提供了新的理论支持，也为我国网络零售商完善产品和服务设计、激发顾客公民行为的履行提供了决策依据。