Table 2 Moderated mediation analysis

	Dependent variables
	Perceived empathy			Customer citizenship behavior
Variables	b	SE	t	b	SE	t
Perceived personalization (x)	0.414***	0.048	8.636	0.398*	0.059	6.751
Privacy concern (w)	–0.125*	0.047	–2.651
X * W	–0.160***	0.037	–4.309
Perceived empathy				0.718***	0.075	9.573

p<0.05,
p<0.01,
p<0.001.