Figure 1.
The diagram presents a conceptual framework for understanding customer engagement, divided into two main categories: utilitarian motive and hedonic motive. Under utilitarian motive, four factors are listed: convenience, selection, information availability, and lack of sociality, connected to the customer engagement node. Hedonic motive includes five factors: adventure, gratification, social, idea, and is also linked to customer engagement. Arrows indicate the directional relationship between these motives and customer engagement, which further leads to two outcomes: consumption and contribution. Each factor is enclosed in a box, and the hierarchical structure clearly delineates the relationship among various components of the model.The framework of our proposed model