Relationship Between Corporate Citizenship Behavior and Competitive Advantage An empirical study based on adaptive ability in e-commerce firms

With the managing transitions and social transformation, enterprises concern about the nonmarket environment and take active steps to adapt to external political and social environment. As a nonmarket act, corporate citizenship behavior refers to the empirical analysis in this paper. On the other hand, based on to explain "corporate citizenship behavior - strategic adaptation - competitive advantage", we can see that strategic adaptation is the intermediary of both mechanisms. The bridge corporate citizenship behavior has the different intermediary role from the buffer corporate citizenship behavior, which provides a theoretical and empirical support for the rational use of corporate citizenship.