The mediating role of customer participation in the relationship between customer attitude and customer citizenship behavior of online shopping customers

This research aimed to explore the mediating role of customer participation in the relation between customer attitude (CA) and customer citizenship behavior (CCB) of online shopping customers in Egypt. The study's primary data was collected from customers using a survey approach. A measuring scale and the respondent's demographic profile were included in the data collection instrument. In Egypt, the questionnaire has been distributed to customers aged 18 and up. A total of 390 responses were received, the valid responses were 370. The proposed theoretical model was evaluated using partial least squares (PLS) for data analysis. All indicators and values were collected using SPSS software and Smart PLS 3. The data was evaluated using PLS-SEM.
The results display that customer attitude has a positive influence on customer participation. Customer attitude has a direct positive impact on advocacy and feedback. Customer participation has a positive impact on all customer citizenship behavior dimensions (Advocacy, Helping, Feedback, and Tolerance). Customer participation full mediates the relationship between customer attitude and two dimentions of CCB(help and tolerance), Customer participation patially mediates the relationship between customer attitude and both of advocacy and feedback, depending on demographic variables (gender, age, education, and time). Finally, the findings' theoretical and practical implications are examined.