Inclination to help other customers - insights from explorative study among young population in China

Customer citizenship behavior (CCB) is an important trend observed in the contemporary market. It may be described as an extra-role, voluntary behavior performed in favor of other customers or companies. One of the CCB dimensions is helping other customers. Our knowledge about factors determining this behavior is relatively week. Trying to fill the gap, this chapter discusses inclination to help other customers among the young population in China, both on the basis of literature review and explorative research conducted in 2018 on a sample of 114 Chinese respondents. The study proposes a 3-item measure of a latent variable explaining the intention to engage in helping behavior of the young Chinese population, and it illustrates empirically that this measure is distinct to some other measures of consumer behavior, namely consumer innovativeness and consumer needs fulfillment. The cultural background of the study is discussed, conclusions are drawn, and possible limitations and future research areas are indicated.