Activation or Rigidity: The Dual‐Channel Mechanism of Responsibility on Consumer Citizenship Behavior Beneficial to Community Members

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.