References

• Ahluwalia, R., Unnava, H. R., & Burnkrant, R. E. (2001). The moderating role of commitment on the spillover effect of marketing communications. Journal of Marketing Research, 38(4), 458–470.
   Web of Science ®Google Scholar
• Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888–918.
   Web of Science ®Google Scholar
• Amato, P. R. (1990). Personality and social network involvement as predictors of helping behavior in everyday life. Social Psychology Quarterly, 53(1), 31–43.
   Web of Science ®Google Scholar
• Ayeh, J. K. (2015). Travellers’ acceptance of consumer-generated media: An integrated model of technology acceptance and source credibility theories. Computers in Human Behavior, 48, 173–180.
   Web of Science ®Google Scholar
• Ayeh, J. K., Au, N., & Law, R. (2013). ‘Do we believe in TripAdvisor?’ Examining credibility perceptions and online travelers’ attitude toward using user-generated content. Journal of Travel Research, 52(4), 437–452.
   Web of Science ®Google Scholar
• Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94.
   Google Scholar
• Balaji, M. S. (2014). Managing customer citizenship behavior: A relationship perspective. Journal of Strategic Marketing, 22(3), 222–239. doi: 10.1080/0965254X.2013.876076
   Google Scholar
• Barbuto, J. E., Jr., & Wheeler, D. W. (2006). Scale development and construct clarification of servant leadership. Group & Organization Management, 31(3), 300–326.
   Web of Science ®Google Scholar
• Baron, S., Harris, K., & Davies, B. J. (1996). Oral participation in retail service delivery: A comparison of the roles of contact personnel and customers. European Journal of Marketing, 30(9), 75–90.
   Google Scholar
• Barra, C., Pressgrove, G., & Torres, E. (2018). Trust and commitment in the formation of donor loyalty. The Service Industries Journal, 38(5-6), 360–377.
   Web of Science ®Google Scholar
• Bentler, P. M., & Chou, C. P. (1987). Practical issues in structural modeling. Sociological Methods & Research, 16(1), 78–117.
   Web of Science ®Google Scholar
• Bhattacherjee, A., & Sanford, C. (2006). Influence processes for information technology acceptance: An elaboration likelihood model. MIS Quarterly, 30(4), 805–825.
   Web of Science ®Google Scholar
• Blau, P. M. (1964). Exchange and power in social life. New York, NY: Wiley.
   Google Scholar
• Bollen, K. A. (1989). Structural equations with latent variables. New York, NY: John Wiley.
   Google Scholar
• Buttle, F., & Groeger, L. (2017). Who says what to whom in what channel? A rules theoretic perspective on word-of-mouth marketing. Journal of Marketing Management, 33(13-14), 1035–1059. doi: 10.1080/0267257X.2017.1325390
   Web of Science ®Google Scholar
• Byrne, B. M. (1998). Structural equation modeling with LISREL, PRELIS and SIMPLIS: Basic concepts, applications and programming. Mahwah, NJ: Lawrence Erlbaum Associates.
   Google Scholar
• Cham, T. H., Lim, Y. M., Aik, N. C., & Tay, A. G. M. (2016). Antecedents of hospital brand image and the relationships with medical tourists’ behavioral intention. International Journal of Pharmaceutical and Healthcare Marketing, 10(4), 412–431.
   Web of Science ®Google Scholar
• Chang, H. H., Tsai, Y. C., Chen, S. H., Huang, G. H., & Tseng, Y. H. (2015). Building long-term partnerships by certificate implementation: A social exchange theory perspective. Journal of Business & Industrial Marketing, 30(7), 867–879.
   Web of Science ®Google Scholar
• Chen, S., Duckworth, K., & Chaiken, S. (1999). Motivated heuristic and systematic processing. Psychological Inquiry, 10(1), 44–49. doi: 10.1207/s15327965pli1001_6
   Web of Science ®Google Scholar
• Chiu, C. M., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4), 761–784.
   Web of Science ®Google Scholar
• Choi, L., & Lotz, S. L. (2018). Exploring antecedents of customer citizenship behaviors in services. The Service Industries Journal, 38(9–10), 607–628. doi: 10.1080/02642069.2017.1414194
   Web of Science ®Google Scholar
• Curth, S., Uhrich, S., & Benkenstein, M. (2014). How commitment to fellow customers affects the customer-firm relationship and customer citizenship behavior. Journal of Services Marketing, 28(2), 147–158.
   Web of Science ®Google Scholar
• Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.
   Web of Science ®Google Scholar
• Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111–1132.
   Web of Science ®Google Scholar
• De Matos, C. A., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: A meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578–596.
   Web of Science ®Google Scholar
• DeVellis, R. F. (2012). Scale development: Theory and applications (3rd ed). Thousand Oaks, CA: Sage.
   Google Scholar
• Dimitriadis, S., & Kyrezis, N. (2011). The effect of trust, channel technology, and transaction type on the adoption of self-service bank channels. The Service Industries Journal, 31(8), 1293–1310.
   Web of Science ®Google Scholar
• Edwards, K. (1990). The interplay of affect and cognition in attitude formation and change. Journal of Personality and Social Psychology, 59(2), 202–216.
   Web of Science ®Google Scholar
• Feng, Y., & Ye, H. J. (2016). Why do you return the favor in online knowledge communities? A study of the motivations of reciprocity. Computers in Human Behavior, 63(C), 342–349.
   Web of Science ®Google Scholar
• Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382–388.
   Web of Science ®Google Scholar
• Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90.
   Web of Science ®Google Scholar
• Giffin, K. (1967). The contribution of studies of source credibility to a theory of interpersonal trust in the communication process. Psychological Bulletin, 68(2), 104–120.
   PubMed Web of Science ®Google Scholar
• Giner-Sorolila, R., & Chaiken, S. (1997). Selective use of heunrstic and systematic processing under defense motivation. Personality and Social Psychology Bulletin, 23(1), 84–97.
   Web of Science ®Google Scholar
• Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7–27.
   Web of Science ®Google Scholar
• Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed). Upper Saddle River, NJ: Pearson.
   Google Scholar
• Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45(3), 312–335.
   Web of Science ®Google Scholar
• Hayes, J. L., King, K. W., & Ramirez, A., Jr. (2016). Brands, friends, & viral advertising: A social exchange perspective on the ad referral processes. Journal of Interactive Marketing, 36, 31–45.
   Web of Science ®Google Scholar
• Hoffman, M. L. (1978). Psychological and biological perspectives on altruism. International Journal of Behavioral Development, 1(4), 323–339.
   Web of Science ®Google Scholar
• Homans, G. C. (1958). Social behavior as exchange. American Journal of Sociology, 63(6), 597–606.
   Web of Science ®Google Scholar
• Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion: Psychological studies of opinion change. New Haven, CT: Yale University Press.
   Google Scholar
• Hsiao, C. H., Chang, J. J., & Tang, K. Y. (2016). Exploring the influential factors in continuance usage of mobile social apps: Satisfaction, habit, and customer value perspectives. Telematics and Informatics, 33(2), 342–355.
   Web of Science ®Google Scholar
• Hsieh, Y. C., Chiu, H. C., Tang, Y. C., & Lin, W. Y. (2016). Does raising value co-creation increase all customers’ happiness? Journal of Business Ethics, 152(4), 1053–1067.
   Web of Science ®Google Scholar
• Izquierdo-Yusta, A., Martínez-Ruiz, M. P., & Álvarez-Herranz, A. (2014). What differentiates Internet shoppers from Internet surfers? The Service Industries Journal, 34(6), 530–549.
   Web of Science ®Google Scholar
• Johnson, D. S. (2007). Achieving customer value from electronic channels through identity commitment, calculative commitment, and trust in technology. Journal of Interactive Marketing, 21(4), 2–22.
   Web of Science ®Google Scholar
• Kim, H. S., & Choi, B. (2016). The effects of three customer-to-customer interaction quality types on customer experience quality and citizenship behavior in mass service settings. Journal of Services Marketing, 30(4), 384–397.
   Web of Science ®Google Scholar
• Kuhn, S., & Mostert, P. (2016). Relationship intention as a predictor of clothing retail customers’ satisfaction, trust, commitment and relationship quality. Management Dynamics: Journal of the Southern African Institute for Management Scientists, 25(1), 16–33.
   Google Scholar
• Lai, H. M., & Chen, T. T. (2014). Knowledge sharing in interest online communities: A comparison of posters and lurkers. Computers in Human Behavior, 35, 295–306.
   Web of Science ®Google Scholar
• Lee, Y., & Koo, J. (2016). Can a celebrity serve as an issue-relevant argument in the elaboration likelihood model? Psychology & Marketing, 33(3), 195–208.
   Web of Science ®Google Scholar
• Lii, Y. S., & Lee, M. (2012). Doing right leads to doing well: When the type of CSR and reputation interact to affect consumer evaluations of the firm. Journal of Business Ethics, 105(1), 69–81.
   Web of Science ®Google Scholar
• Lis, B. (2013). In eWOM we trust: A framework of factors that determine the eWOM credibility. Business & Information Systems Engineering, 5(3), 129–140.
   Web of Science ®Google Scholar
• López, M., & Sicilia, M. (2014). Ewom as source of influence: The impact of participation in eWOM and perceived source trustworthiness on decision making. Journal of Interactive Advertising, 14(2), 86–97.
   Google Scholar
• Martins, C., Oliveira, T., & Popovič, A. (2014). Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application. International Journal of Information Management, 34(1), 1–13.
   Web of Science ®Google Scholar
• Matute, J., Polo-Redondo, Y., & Utrillas, A. (2016). The influence of EWOM characteristics on online repurchase intention: Mediating roles of trust and perceived usefulness. Online Information Review, 40(7), 1090–1110.
   Web of Science ®Google Scholar
• McCroskey, J. C., & Teven, J. J. (1999). Goodwill: A reexamination of the construct and its measurement. Communication Monographs, 66(1), 90–103.
   Web of Science ®Google Scholar
• McCroskey, J. C., Valencic, K. M., & Richmond, V. P. (2004). Toward a general model of instructional communication. Communication Quarterly, 52(3), 197–210.
   Google Scholar
• McGuire, W. (1985). Attitudes and attitude change. In G. Lindzey, & E. Aronson (Eds.), Handbook of social psychology (pp. 233–346). 2. New York, NY: Random House.
   Google Scholar
• McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334–359.
   Web of Science ®Google Scholar
• Meyer, J. P., & Allen, N. J. (1991). A three-component conceptualization of organizational commitment. Human Resource Management Review, 1(1), 61–89.
   Google Scholar
• Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314–328.
   Web of Science ®Google Scholar
• Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
   Web of Science ®Google Scholar
• Muthén, L. K., & Muthén, B. O. (2017). Mplus user’s guide (8th ed.). Los Angeles, CA: Muthén & Muthén.
   Google Scholar
• Nejad, M. G., Sherrell, D. L., & Babakus, E. (2014). Influentials and influence mechanisms in new product diffusion: An integrative review. Journal of Marketing Theory and Practice, 22(2), 185–208.
   Google Scholar
• Nel, J., & Boshoff, C. (2017). Development of application-based mobile-service trust and online trust transfer: An elaboration likelihood model perspective. Behaviour & Information Technology, 36(8), 809–826.
   Web of Science ®Google Scholar
• Ngamvichaikit, A., & Beise-Zee, R. (2014). Customer preference for decision authority in credence services: The moderating effects of source credibility and persuasion knowledge. Managing Service Quality: An International Journal, 24(3), 274–299.
   Google Scholar
• Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
   Web of Science ®Google Scholar
• Parker, C., & Ward, P. (2000). An analysis of role adoptions and scripts during customer-to-customer encounters. European Journal of Marketing, 34(3/4), 341–359.
   Google Scholar
• Pereira, C. A. B., Alves, H. M. B., & Ferreira, J. J. M. (2016). Impact of tacit knowledge on customer loyalty. The Service Industries Journal, 36(15–16), 827–845.
   Web of Science ®Google Scholar
• Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123–205.
   Google Scholar
• Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903.
   PubMed Web of Science ®Google Scholar
• Price, L. L., Feick, L. F., & Guskey, A. (1995). Everyday market helping behavior. Journal of Public Policy & Marketing, 14(2), 255–266.
   Web of Science ®Google Scholar
• Sánchez-Fernández, R., & Iniesta-Bonillo, MÁ. (2007). The concept of perceived value: A systematic review of the research. Marketing Theory, 7(4), 427–451.
   Google Scholar
• Schoenherr, T., Narayanan, S., & Narasimhan, R. (2015). Trust formation in outsourcing relationships: A social exchange theoretic perspective. International Journal of Production Economics, 169, 401–412.
   Web of Science ®Google Scholar
• Shiau, W. L., & Chau, P. Y. K. (2015). Does altruism matter on online group buying? Perspectives from egotistic and altruistic motivation. Information Technology & People, 28(3), 677–698. Retrieved from https://doi.org/10.1108/ITP-08-2014-0174
   Web of Science ®Google Scholar
• Tabachnick, B. G., & Fidell, L. S. (2001). Using multivariate statistics (4th ed.). New York, NY: Harper and Row.
   Google Scholar
• Terblanche, N. S. (2011). The mediating role of customer satisfaction and loyalty in predicting the word-of-mouth of supermarket customers. Management Dynamics: Journal of the Southern African Institute for Management Scientists, 20(4), 23–37.
   Google Scholar
• Tsai, C. Y. D., Wu, S. H., & Huang, S. C. T. (2017). From mandatory to voluntary: Consumer cooperation and citizenship behaviour. The Service Industries Journal, 37(7-8), 521–543.
   Web of Science ®Google Scholar
• Tseng, S. Y., & Wang, C. N. (2016). Perceived risk influence on dual-route information adoption processes on travel websites. Journal of Business Research, 69(6), 2289–2296.
   Web of Science ®Google Scholar
• Van de Schoot, R., Lugtig, P., & Hox, J. (2012). A checklist for testing measurement invariance. European Journal of Developmental Psychology, 9(4), 486–492.
   Web of Science ®Google Scholar
• Van Tonder, E., & De Beer, L. T. (2017). Trust and citizenship behaviours: An initial investigation. Journal of Contemporary Management, 14(1), 1118–1142.
   Google Scholar
• Van Tonder, E., & Petzer, D. J. (2018). Perspectives on “other” customers’ roles in citizenship behaviour. International Journal of Bank Marketing, 36(2), 393–408.
   Web of Science ®Google Scholar
• Venkatesh, V., Thong, J. Y. L., Chan, F. K. Y., Hu, P. J. H., & Brown, S. A. (2011). Extending the two-stage information systems continuance model: Incorporating UTAUT predictors and the role of context. Information Systems Journal, 21(6), 527–555.
   Web of Science ®Google Scholar
• Wang, M. C. H. (2012). Determinants and consequences of consumer satisfaction with self-service technology in a retail setting. Managing Service Quality: An International Journal, 22(2), 128–144.
   Google Scholar
• Wang, S. W., Ngamsiriudom, W., & Hsieh, C. H. (2015). Trust disposition, trust antecedents, trust, and behavioral intention. The Service Industries Journal, 35(10), 555–572.
   Web of Science ®Google Scholar
• Wang, S., & Noe, R. A. (2010). Knowledge sharing: A review and directions for future research. Human Resource Management Review, 20(2), 115–131.
   Web of Science ®Google Scholar
• Wang, W., Qiu, L., Kim, D., & Benbasat, I. (2016). Effects of rational and social appeals of online recommendation agents on cognition- and affect-based trust. Decision Support Systems, 86(C), 48–60.
   Web of Science ®Google Scholar
• Wheaton, B., Muthén, B., Alwin, D. F., & Summers, G. F. (1977). Assessing reliability and stability in panel models. Sociological Methodology, 8(1), 84–136.
   Google Scholar
• Wu, J. F., & Chang, Y. P. (2016). Multichannel integration quality, online perceived value and online purchase intention: A perspective of land-based retailers. Internet Research, 26(5), 1228–1248.
   Web of Science ®Google Scholar
• Yeh, Y. P. (2015). Corporate social responsibility and service innovation on customer loyalty: An empirical investigation in wealth management services. International Journal of Bank Marketing, 33(6), 823–839.
   Web of Science ®Google Scholar
• Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279–1284.
   Web of Science ®Google Scholar
• Yi, Y., Gong, T., & Lee, H. (2013). The impact of other customers on customer citizenship behavior. Psychology & Marketing, 30(4), 341–356.
   Web of Science ®Google Scholar
• Yu, P. L., Balaji, M. S., & Khong, K. W. (2015). Building trust in internet banking: A trustworthiness perspective. Industrial Management & Data Systems, 115(2), 235–252.
   Web of Science ®Google Scholar
• Yuan, D., Lin, Z., & Zhuo, R. (2016). What drives consumer knowledge sharing in online travel communities? Personal attributes or e-service factors? Computers in Human Behavior, 63, 68–74.
   Web of Science ®Google Scholar
• Zhou, T. (2012). Understanding users’ initial trust in mobile banking: An elaboration likelihood perspective. Computers in Human Behavior, 28(4), 1518–1525.
   Web of Science ®Google Scholar