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| | Fundamental propositions | Justification |
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| FP1 | CE reflects a psychological state that occurs by virtue of interactive customer experiences with a focal agent/object within specific service relationships. | (i) The focal agent/object a customer interacts with may be a brand, product, or organization (i.e., the ecotourism VC).
(ii) Focal CE behaviors that have a brand- or firm-focus extend beyond transactions/purchase (the environmental concern in ecotourism VC transcends over transactions).
(iii) Two-way interactions generating CE may occur within a broader network of customers, stakeholders, and other actors in specific service relationships (there are different participating roles in ecotourism VC). |
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| FP2 | CE states occur within a dynamic, iterative process of a service relationship that co-creates value. | CE processes may range from short-term to long-term, relatively stable to highly variable processes typified by CE levels varying in complexity over time (there is different degrees of involvement in ecotourism VC). |
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| FP3 | CE plays a central role within a nomological network of service relationships. | (i) There is antecedent as well as consequence factors of ecotourism virtual community engagement behavior, as shown in our research framework.
(ii) The mutual-influence and iterative nature of engagement behaviors imply that specific CE consequence may extend to be an antecedent in the next process. |
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| FP4 | CE is a multidimensional concept subject to a context and/or stakeholder-specific expression of relevant cognitive, emotional, and behavioral dimensions. | (i) Variables in this research framework include cognitive (e.g., information quality and system quality), emotional (e.g., attitude toward website itself and website usage), and behavioral (e.g., engagement behavior) dimensions in nature.
(ii) Different situational conditions might generate distinct CE complexity levels. |
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| FP5 | CE occurs within a specific set of situational conditions generating differing CE levels. | Specific interaction between a customer and a focal agent/object and other actors within specific focal relationships may generate different levels of cognitive, emotional, and/or behavioral CE intensity, depending on specific CE stakeholder and contextual contingencies driving particular CE levels (the casual model acquired by ISM or DEMATEL analyses show this dynamic well). |
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