Exploring the role of antecedents of product innovativeness and corporate social responsibility in extending customer citizenship behavior

Figures & data

Figure 1. Conceptual Framework of the study.

Source: Author’s Calculation.

Table 1. Source of measures.

Constructs	Number of Items	Sources
Product Novelty	4	Boisvert and Khan (2020)
Product Effectiveness	4	Boisvert and Khan (2020)
Usage Friendliness	4	Boisvert and Khan (2020)
Product Aesthetics	4	Boisvert and Khan (2020)
Product Innovativeness	3	Boisvert and Khan (2020)
Customer’s CSR Perceptions	3	Hur et al. (2014); Wagner et al. (2009)
Customer’s Citizenship Behavior	6	Yi and Gong (2008); Balaji (2014)

Table 5. Discriminant validity Fornell-Larcker criterion.

	NVL	EFF	USG	AST	INN	CSR	CCB
NVL	0.754
EFF	0.486	0.748
USG	0.367	0.351	0.707
AST	0.422	0.395	0.408	0.719
INN	0.384	0.449	0.420	0.448	0.751
CSR	0.530	0.451	0.540	0.538	0.384	0.771
CCB	0.420	0.458	0.542	0.511	0.535	0.545	0.827

Note: Bold values are representing the main results description.

Source: Authors Estimation.

Table 2. Descriptive statistics.

		Frequency	Percent
Gender	Female	214	47%
	Male	239	53%
	Total	453	100%
Age	20–30 years	153	34%
	31–40 years	136	30%
	41–50 years	111	25%
	51 and above	53	12%
	Total	453	100%
Education	Undergraduate	136	30%
	Graduate	157	35%
	Post Graduate	96	21%
	Others	64	14%
	Total	453	100%

Source: Authors Estimation.

Table 3. Measurement model results.

Variables	Items	Factor Loadings	Cronbach's Alpha	Composite Reliability	AVE
Product Novelty	NVL1	0.796	0.823	0.778	0.568
	NVL2	0.845
	NVL3	0.718
	NVL4	0.748
Product Effectiveness	EFF1	0.691	0.736	0.729	0.560
	EFF2	0.737
	EFF3	0.796
	EFF4	0.789
Usage Friendliness	USG1	0.765	0.845	0.792	0.500
	USG2	0.835
	USG3	0.750
	USG4	0.839
Product Aesthetics	AST1	0.671	0.744	0.770	0.516
	AST2	0.724
	AST3	0.808
	AST4	0.843
Product Innovativeness	INN1	0.713	0.796	0.798	0.564
	INN2	0.774
	INN3	0.698
Customer’s CSR Perceptions	CSR1	0.848	0.804	0.711	0.595
	CSR2	0.709
	CSR3	0.835
Customer’s Citizenship Behavior	CCB1	0.693	0.814	0.785	0.683
	CCB2	0.846
	CCB3	0.821
	CCB4	0.741
	CCB5	0.784
	CCB6	0.692

Source: Authors Estimation.

Table 4. Results of loadings and cross loadings.

Variable	NVL	EFF	USG	AST	INN	CSR	CCB
Product Novelty	0.796	0.408	0.290	0.253	0.401	0.286	0.257
	0.845	0.404	0.255	0.344	0.272	0.418	0.352
	0.718	0.282	0.357	0.319	0.447	0.326	0.444
	0.748	0.278	0.416	0.318	0.329	0.341	0.349
Product Effectiveness	0.329	0.691	0.397	0.255	0.285	0.334	0.399
	0.407	0.737	0.369	0.312	0.368	0.316	0.300
	0.387	0.796	0.413	0.322	0.432	0.412	0.311
	0.301	0.789	0.444	0.265	0.325	0.373	0.292
Usage Friendliness	0.268	0.403	0.765	0.368	0.326	0.308	0.311
	0.441	0.294	0.835	0.338	0.391	0.387	0.257
	0.429	0.290	0.750	0.359	0.412	0.414	0.276
	0.355	0.367	0.839	0.449	0.400	0.386	0.273
Product Aesthetics	0.450	0.422	0.374	0.671	0.387	0.313	0.269
	0.354	0.337	0.439	0.724	0.262	0.381	0.355
	0.333	0.437	0.403	0.808	0.390	0.268	0.354
	0.364	0.404	0.266	0.843	0.326	0.332	0.381
Product Innovativeness	0.419	0.379	0.394	0.424	0.713	0.320	0.272
	0.368	0.379	0.331	0.322	0.774	0.357	0.379
	0.271	0.289	0.444	0.358	0.698	0.350	0.295
Customer’s CSR Perceptions	0.371	0.375	0.382	0.404	0.303	0.848	0.300
	0.281	0.316	0.275	0.439	0.257	0.709	0.415
	0.289	0.427	0.275	0.359	0.273	0.835	0.316
Customer’s Citizenship Behavior	0.382	0.372	0.365	0.256	0.361	0.350	0.693
	0.393	0.358	0.252	0.377	0.305	0.428	0.846
	0.283	0.310	0.331	0.382	0.393	0.287	0.821
	0.448	0.413	0.254	0.359	0.357	0.254	0.741
	0.354	0.429	0.297	0.353	0.396	0.327	0.784
	0.276	0.305	0.418	0.436	0.338	0.263	0.692

Note. Bold values are representing the main results description.

Source: Authors Estimation.

Table 6. Results of HTMT ratio of correlations.

	NVL	EFF	USG	AST	INN	CSR	CCB
NVL
EFF	0.712
USG	0.581	0.568
AST	0.813	0.750	0.784
INN	0.700	0.768	0.604	0.788
CSR	0.580	0.781	0.578	0.700	0.600
CCB	0.756	0.660	0.629	0.765	0.729	0.752	0.809

Source: Authors Estimation.

Table 7. Predictive power of construct.

	R-Square	Q-Square
INN	0.294	0.120
CCB	0.187	0.014

Source: Authors Estimation.

Table 8. Results of path coefficients.

Hypothesized Path	Path Coefficient	C.R	P-Value	Remarks
INN ← NVL	0.256	6.529	0.000	Supported
INN ← EFF	0.150	4.037	0.000	Supported
INN ← USG	0.291	6.214	0.000	Supported
INN ← AST	0.300	8.723	0.000	Supported
INN ← CSR	0.175	8.367	0.000	Supported
CCB ← INN	0.305	5.701	0.000	Supported
CCB ← CSR	0.298	7.799	0.000	Supported

Note: Level of Significance (5% i.e., 0.050).

Source: Authors’ Estimation.

Boisvert, J., & Khan, M. S. (2020). Toward a better understanding of the main antecedents and outcomes of consumer-based perceived product innovativeness. Journal of Strategic Marketing, 1–24.

 Web of Science ®Google Scholar

Hur, W., Kim, H., & Woo, J. (2014). How CSR leads to corporate brand equity: Mediating mechanisms of corporate brand credibility and reputation. Journal of Business Ethics, 125(1), 75–86. https://doi.org/10.1007/s10551-013-1910-0

 Web of Science ®Google Scholar

Wagner, T., Lutz, R. J., & Weitz, B. A. (2009). Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions. Journal of Marketing, 73(6), 77–91. https://doi.org/10.1509/jmkg.73.6.77

 Web of Science ®Google Scholar

Yi, Y., & Gong, T. (2008). The effects of customer justice perception and affect on customer citizenship behavior and customer dysfunctional behavior. Industrial Marketing Management, 37(7), 767–783. https://doi.org/10.1016/j.indmarman.2008.01.005

 Web of Science ®Google Scholar

Balaji, M. S. (2014). Managing customer citizenship behavior: A relationship perspective. Journal of Strategic Marketing, 22(3), 222–239. https://doi.org/10.1080/0965254X.2013.876076

 Google Scholar