Research On How Gamification Influences Users' Reaction In Virtual CSR Co-creation

With the increasing public concerns about the companies' morality,especially about the performance of public welfare,more and more companies are under pressure to effectively fulfill their Corporate Social Responsibility(CSR).However,in the past,enterprises were usually the only social value creation subjects in CSR activities,and public participation was small.The lack of effective participation means that positive messages conveyed by companies cannot be properly perceived,and are often labeled as "hypocrisy".In recent years,with the rapid development of the Internet,"Internet+Public Welfare"has begun to appear before the public,and the traditional form of public welfare has gradually shifted from offline to online.According to the data in the "Chinese Public Interest Survey Report",the Internet platform has become an important way for the public to participate in public welfare undertakings.Therefore,enterprises gradually began to rely on online platforms to organize and carry out corporate social responsibility activities to attract the public to participate in public welfare projects initiated by enterprises.In fact,this is a new kind of customer-enterprise social value co-creation behavior based on online platforms.It is academically called "virtual CSR co-creation",namely the enterprise strategically using social media or online platforms to attract the participation of relevant stakeholders,which has made CSR activities gradually more popular,open and efficient.Nowadays,virtual CSR has been widely used by enterprises.Among them,user participation is the premise of many online platforms to carry out virtual CSR co-creation activities,and users' recognition of CSR activities is the purpose of CSR co-creation activities.Therefore,in order to maintain the enthusiasm of users to participate and improve the user's recognition of CSR,the introduction of gamification elements has become an important means for many virtual CSR co-creation information systems,namely,game-style co-creation(such as "Ant forest"),which is an important trend in the CSR strategy.Based on these facts,this paper studies the influence mechanism of gamification information system on the willingness of users to participate in virtual CSR co-creation activities and CSR recognition through the path of "game mechanism-perceived value-user response".Then,the paper uses the focus interview method and the questionnaire survey method,and employs SPSS and Smart PLS two statistical analysis software for data analysis.Through research and analysis,this paper mainly draws the following conclusions:Both the achievement and the interactive performance in gamification design have a significant positive impact on the enjoyment value,social value,and self-realization value perceived by users when participating in virtual CSR activities.User-perceived enjoyment value,social value,and self-realization value will further have a significant positive impact on the user's willingness to continue to participate.The user's willingness to participate will have a significant positive impact on CSR's recognition.And perceived value and willingness to participate play a mediating role between gamification and CSR recognition.This study further supplements and enriches the relevant research in the field of virtual CSR co-creation,explores the impact mechanism of the gamification on users' willingness to participate and CSR recognition,and based on the conclusions of the research,puts forward corresponding suggestions about conducting virtual CSR co-creation activities for enterprises,especially game-style co-creation.