This study investigates the impact of dispositional awe on customer citizenship behaviors (CCBs), exploring the mediating roles of construal level and social connectedness. Using a sample of 701 Chinese adults and structural equation modeling, the study finds that dispositional awe positively influences three types of CCBs: making recommendations, helping other customers, and providing feedback. Social connectedness acts as an independent mediator, while construal level and social connectedness exhibit a serial mediating effect. These findings suggest that awe fosters abstract thinking and a sense of social connection, motivating prosocial customer behaviors. The study offers valuable insights for marketing practices.
Publisher
Humanities and Social Sciences Communications
Published On
Jun 14, 2024
Authors
Zheng Zhang, Xuexin Li
Tags
dispositional awe
customer citizenship behaviors
social connectedness
construal level
prosocical behaviors
marketing
China
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