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基于时间视角、动机视角和行为对象视角,可对顾客公民行为进行不同的分类。根据计划行为理论,态度、主观规范和知觉行为控制是影响顾客公民行为发生的主要因素。其中顾客公民行为的态度形成可用社会交换机制和社会学习机制来解释;主观规范形成可用社会交换和社会认同机制来解释;知觉行为控制形成可用社会学习机制来解释。顾客公民行为形成机制的TPB整合模型也由此构建。
Based on the perspectives of time, motivation and behavior, the customer citizenship behavior can be classified differently. According to the planned behavior theory, attitude, subjective norms and perceptual behavior control is the main factor affecting customer citizenship behavior. Among them, the formation of customer citizenship behavior can be explained by social exchange mechanism and social learning mechanism; the formation of subjective norms can be explained by social exchange and social identification mechanism; and the formation of perceptual behavior control can be explained by social learning mechanism. The TPB integration model of customer citizenship behavior formation mechanism is also constructed from this.