Activation or Rigidity: The Dual‐Channel Mechanism of Responsibility on Consumer Citizenship Behavior Beneficial to Community Members
基于心理抗拒理论，研究了责任的双通道（承担责任与责任扩散）如何通过影响自由感和限制感，进而促进或抑制消费者对社区成员的有益行为，社区温暖度起调节作用。
ABSTRACT In recent years, private domain communities have become key hubs for connecting businesses and users. However, many private domain communities remain “rigid” rather than “activated,” limiting their marketing potential. This paper, grounded in psychological reactance theory, examines how dual‐channel responsibility affects consumer citizenship behavior beneficial to community members. Using surveys, experiments, and regression analysis across seven studies, the research shows that taking charge boosts freedom and promotes citizenship behavior beneficial to community members. In contrast, responsibility diffusion limits such behavior by imposing constraints. Community warmth moderates the effects of responsibility diffusion and taking charge on these behaviors.