Consumer citizenship behaviors such as recommendation, help, and feedback play an important role in the operation and development of open innovation communities. Clarifying the formation mechanism of consumer citizenship behaviors will not only help firms to accurately develop technological innovation strategies but also encourage value co-creation between the firm and consumers. we employ the SOR model and a questionnaire survey of 318 consumers to empirically examine the relationship between the information quality, system function, social capital, and consumer citizenship behaviors of the open innovation community under different environmental stimuli. Structural equation models are used to empirically test the direct and indirect effects on consumer citizenship behaviors. The results show that environmental factors in open innovation communities influence customer behavior from two dimensions: explicit stimulus and implicit stimulus. We also find that the explicit stimulus of open innovation community is helpful to improve customers' self-identity and then stimulates the emergence of their citizenship behaviors. The implicit stimulus of the open innovation community promotes the formation of customers' subjective norms and further improves the generation of citizenship behaviors.
Hua, Zhang and Liu, Shuangji, "The formation mechanism of customer citizenship behaviors in open innovation community based on SOR model" (2023). ICEB 2023 Proceedings (Chiayi, Taiwan). 65.