Research On The Impact Of Customer Engagement On Social Value Co-creation Behavior In Virtual CSR Co-creation

With the development of information technology,internet social media plays an unprecedented role today and has greatly changed the relationship between customers and enterprises.Many enterprises seek to make use of virtual CSR based on social media,such as APP,Weibo,official account and WeChat to realize their corporate social responsibility.For example: P&G's “Future Friendship Challenge” project,the self-created public welfare project of Tencent Foundation,“Ant Forest”campaign launched by Ant Financial Services Group on Alipay platform,and “transfer donation”,“run-up”,“donation” and other activities on WeChat have achieved good social effects.But there are still some virtual CSR co-creation that is not excellent.There are still a large number of lost customers,zombie customers and negative behavior of customers in these virtual CSR co-creations.These customers who are lack of social value co-creation and who do not engage with the enterprise have become a barrier to many virtual CSR co-creation of sustainable development.Therefore,how to improve the engagement of customer and virtual CSR co-creation and how to promote the social value co-creation behavior of customer is an urgent problem to be solved in the sustainable development of virtual CSR co-creation.At present,enterprises do not have effective management methods for developing virtual CSR co-creation.In the field of academic research,there are few researches on virtual CSR co-creation.Although scholars think that the customer engagement and social value co-creation behavior are important factors affecting the sustainable development of virtual CSR co-creation of enterprises,but there are still lacks of theory which include the scattered research,lack of systematic research framework,fuzzy relation of influence and lack of empirical test.In this context,based on the perspective of positive psychological state of customers,this paper selects two important variables of customer positive psychology,which are psychological capital and flow experience,and explores into the influence of customer engagement on customers' s social value co-creation behavior in virtual CSR co-creation.Combing and reviewing the relevant documents,this paper first conducted in-depth interviews with 30 customers.Using qualitative research methods such as literature research,in-depth interviews and grounded theory theory,8 dimensions under four categories of customer engagement in virtual CSR co-creation are extracted:cognitive engagement(attention,absorption),emotional engagement(identity,enthusiasm,satisfaction),intentional engagement(activation,interaction)and social engagement(connection).The conceptual model of the customer engagement in the virtual CSR co-creation is constructed.On the basis of this and existing relevant literatures,an initial measurement scale of 8 dimensions of customer engagement in virtual CSR co-creation is designed.The initial measurement scale has 32 items.We collected the questionnaire of customer engagement in the virtual CSR co-creation two times and tested the two different scales.Exploratory factor analysis generated eight factors of customer engagement in virtual CSR co-creation.The formal measurement scale of customer engagement in the virtual CSR co-creation with 30 items is formed.First-order and second-order confirmatory factor analysis showed that customer engagement in virtual CSR co-creation can be measured by second-order structure,including attention,absorption,identity,enthusiasm,satisfaction,activation,interaction and connection.Secondly,after reviewing the relevant literatures and theories,this paper put forward the hypothesis of the influence of customer engagement on the internal state of the customer in virtual CSR co-creation,and the hypothesis of the influence of the internal state of the customer on the social value co-creation behavior,as well as the hypothesis of the intermediary influence relationship between the internal state of the customer(psychological capital and flow experience).And the research model of the influence of customer engagement on the social value co-creation behavior in virtual CSR co-creation is constructed.By means of literature research,in-depth interview and grounded theory,this study obtains eight dimensions of customer engagement in virtual CSR co-creation,which are divided into four categories: cognitive fit,emotional fit,intentional fit and social fit.Specifically,cognitive engagement includes two dimensions: attention and absorption.Emotional engagement includes three dimensions: identity,enthusiasm and satisfaction.Intentional engagement includes two dimensions: activation and interaction,and social engagement includes one dimension of connection.Based on the psychological capital and flow experience two positive psychological theories,this study proposed to use customer psychological capital and flow experience as the research variables of the internal state of the customer.Combined with the characteristics of virtual CSR co-creation,this study divided social value co-creation into two types: knowledge sharing and customer citizen behavior as outcome variables.Finally,the impact model of customer engagement on social value co-creation behavior in virtual CSR co-creation and related assumptions are analyzed and tested.Firstly,the research scales are designed.Based on the maturity scale of the existing research variables,combined with the characteristics of the virtual CSR co-creation and the measurement scale of customer engagement in the virtual CSR co-creation obtained in the third chapter,the measurement items of 12 variables are determined and the initial scale contained 56 items through group interview and pre-investigation is designed.The items are further purified from four variables: psychological capital,flow experience,knowledge-sharing behavior and customer citizenship behavior to the final scales consisting of 54 items.Secondly,through the design of the formal questionnaire,629 effective sample data are collected and then the formal scale is tested for reliability and validity.The results show that the formal scale has better internal consistency,content validity,convergent validity and regional validity,which meets the requirements of later data processing and analysis.Third,the structure equation model of the unmediated model,the partial mediated model and the complete mediated model about customer engagement(attention,absorption,identity,enthusiasm,satisfaction,activation,interaction,connection)to the social value co-creation behavior(knowledge sharing behavior,customer citizenship behavior)in the virtual CSR co-creation are constructed.The best model is selected by competition model comparison.That is,the structure equation model of complete mediated influence relation is the best model.Test results of the best model shows that 43 are supported by data and 9 do not pass the empirical test among the 52 relationship assumptions.Through qualitative analysis and quantitative test,customer absorption,identity,enthusiasm,satisfaction,activation and connection in virtual CSR co-creation influences the psychological capital of the customer then positively affects the knowledge sharing behavior and the customer citizenship behavior of the customer.Customer attention,absorption,identity,enthusiasm,satisfaction,activation,connection in virtual CSR co-creation influences the flow experience of the customer then positively affects the knowledge sharing behavior and the customer citizenship behavior of the customer.Three innovations of this study are as follows:(1)This study constructed and tested the conceptual model of customer engagement in virtual CSR co-creation which is comprised of cognitive engagement(attention,absorption),emotional engagement(identity,enthusiasm,satisfaction),intentional engagement(activation,interaction)and social engagement(connection).At the same time,we designed an eight-dimensional measurement scale of customer engagement in virtual CSR co-creation and then made an empirical test to obtain its effective formal measurement scale.At present,there is no consensus on the understanding of customer engagement at home and abroad and the research on customer engagement is still lacking.Few scholars have done research on customer engagement under the condition of virtual CSR co-creation.This research is innovative to a certain extent.(2)This paper defines the customer psychological capital,flow experience and social value co-creation behavior in the condition of virtual CSR co-creation.From the perspective of positive psychological state of customers,this paper constructes a research model of the influence of customer engagement on social value co-creation behavior in virtual CSR co-creation.This paper explores the influence of customer engagement on psychological state in virtual CSR co-creation,as well as the relationship between it and social value co-creation behavior which includes knowledge sharing behavior and customer citizenship behavior based on the theories of psychological capital and flow experience.This paper discusses the influence of customer engagement on customer psychological state and social value co-creation of customer behavior in virtual CSR co-creation and pushes the study of corporate social responsibility into the more critical and core study area in which customer is the core subject.(3)The paper sets up a research model of the impact of customer engagement on social value co-creation behavior in the virtual CSR co-creation.The data is collected by the questionnaire.The relationship between the variables is analyzed through the empirical test of the sample data and the strength of each function relationship is clear.The internal mechanism "black box" between the customer engagement and social value co-creation behavior in the virtual CSR co-creation is solved and it has a certain academic innovation.These research results will provide an effective reference for enterprises to carry out and manage virtual CSR co-creation,which has some practical innovation.