A Research On Driving Factors Of Consumers' Participation In Virtual Corporate Social Responsibility Co-creation

The rapid development of the Internet and the continuous innovation of social media have promoted the transformation of corporate social responsibility from a traditional offline model to an online model.In the Web 2.0 era,a large number of CSR marketing methods for Internet audiences have emerged.More and more people participate in online public welfare activities,which is called "Virtual Corporate Social Responsibility Co-creation"(hereinafter referred to as "Virtual CSR Co-creation")in academics.In the context of the Internet era,virtual CSR co-creation promotes the development of corporate social responsibility activities in the direction of the masses,high efficiency and openness,which is also an important development trend of CSR in the future.China's CSR is in an important stage of transition from the traditional model to the Internet model.Compared with traditional CSR,virtual CSR co-creation has the advantages of high implementation accuracy,strong design stickiness,high user participation and fresh information content.More importantly,because it relies on online media,it is not constrained by geographical factors,but it is easy to interact with and has a broad prospect.CSR behavior is no longer initiated by the company,but gradually developed into a stage in which consumers participate in the design and implementation of corporate social responsibility activities,and the CSR activities are communityized through interaction and sharing.However,most existing CSR companies still face problems such as high costs,low public participation,and poor user stickiness.The implementation effect of CSR is far from the company's expectations.The virtual CSR co-creation in the Internet environment can help consumers actively respond to CSR activities,and can increase consumer participation,improve corporate performance,and promote the development of enterprises and social welfare undertakings.Therefore,it is necessary to explore the driving factors of consumer participation in virtual CSR co-creation and the process of consumer participation in virtual CSR co-creation,so as to provide a theoretical basis for companies to develop corporate social responsibility strategies and carry out corporate social responsibility activities.Based on previous studies on virtual CSR co-creation,corporate social responsibility,virtual brand community,consumer social responsibility behavior,etc.,this paper studies the driving factors for consumers to participate in the virtual CSR co-creation activities initiated by the company,combined with consumers The actual situation of participating in the virtual CSR co-creation activities summarizes the three driving factors for consumers to participate in the virtual CSR co-creation:hedonic interests,social norms,and self-reinforcement,and at the same time joins the regulatory variable of organizational support to build consumer participation in the virtual CSR co-creating behavior-driven process model,and using a questionnaire survey to test hypotheses.In this study,a total of 262 valid questionnaires were received,and the data were processed and analyzed using SPSS23.0 and Amos21.0.The direction and intensity of these three driving factors on consumer participation in virtual CSR co-creation were obtained.This study found that hedonic benefits,social norms,and self-reinforcement positively affect consumers' participation in virtual CSR co-creation behaviors,while consumer participation in virtual CSR co-creation behaviors itself strengthens consumers' recognition of corporate social responsibility;organizational support plays a positive regulatory role between hedonic benefits and consumer participation in virtual CSR co-creation.Organizational support plays a positive regulatory role between social norms and consumer participation in virtual CSR co-creation,However,the moderating role of organizational support between self-reinforcement and consumer participation is not significant.This article takes the driving factors of consumer participation in virtual CSR co-creation as a starting point and studies virtual CSR co-creation behavior from the dual perspective of "consumer-enterprise".The research results have laid a theoretical foundation for the study of consumer social responsibility behavior and enriched the research on corporate social responsibility governance in the context of the platform.At the same time,this article also provides a theoretical basis for enterprises to formulate CSR strategies and carry out CSR activities.