Abstract:The purpose of this study is to gain an understanding of the social customers' behavior by identifying the factors that influence their decision to participate in social customer relationship management (CRM) programs. A social behavioral model (SBM) was developed in this study. The construction of the SBM was partly based on two popular models: technology acceptance model and theory of planned behavior. The data (n=305) were analyzed with exploratory factor analysis, confirmatory factor analysis, and path ana… Show more
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