| dc.description.abstract | Facing the increasingly fierce social commerce market environment, how individual
sellers maintain relationships with customers undoubtedly becomes a source of their
competitive advantage. Current literature mainly focuses on the social customer relationship
management of brands to consumers, with little research on the social commerce customer
relationship management capabilities of individual sellers within the scope of consumer-toconsumer transactions. At the same time, the behavior of customers after purchasing is also
something that individual sellers need to pay attention to, especially as many scholars have
pointed out the importance of the post-purchase stage of customers. However, existing research
often discusses in-role and extra-role behaviors separately, neglecting the potential influence
relationship between the two. To fill these gaps, this study focuses on the post-purchase stage
of social commerce, exploring how the in-role behavior (customer participation) of individuals
affects their extra-role behavior (customer citizenship behavior). In addition, we incorporate
the moderating effect of social commerce customer relationship management capability in the
aforementioned relationship. Furthermore, in order to explore the important antecedents
shaping the seller’s capabilities, we propose signal factors based on direct interaction (i.e.,
professionalism, relational customer orientation) and indirect interaction (i.e., popularity of
seller’s posts, attractiveness of seller’s posts) based on signaling theory.
This study employs a convenience sampling method, gathering data via electronic
questionnaires, and ultimately uses 451 valid samples for structural equation model analysis.
The results indicate that customer participation has a positive and significant impact on
customer citizenship behavior. Simultaneously, social commerce customer relationship
management capability exhibits a positive and significant moderating effect on the relationship
between customer participation and customer citizenship behavior. Furthermore, a customer′s
perception of the seller’s professionalism, relational customer orientation, post popularity, and
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post attractiveness all influence their views on the social commerce customer relationship
management capabilities of individual sellers. Ultimately, this study offers unique insights and
contributions to the fields of social commerce and customer relationship management from an
academic perspective. It also presents practical methods and strategic suggestions for individual
sellers, intending to provide a reference for sales and strategy formulation. | en_US |