The Influence Of Mental Simulation On Customer Engagement Under Virtual CSR Co-creation

With the increasingly rich "Internet +" cross-border scenarios,enterprises to fulfill social responsibility more diversity in the form of novel,enterprises can not only through the network collection and dissemination of public philosophy,also can through the network to discuss,create,share,public welfare outcomes.Among them,the social responsibility(CSR)to create a virtual enterprise as a typical representative of "Internet + public welfare" model,by encouraging stakeholders to participate in the online media and platform,to create the CSR activities of the enterprise,made remarkable achievements.Based on the theory of Value-Belief – Norm Theory,this research will explore how to increase the consumers by means of psychological simulation in virtual CSR to create.Specifically,this study USES experimental method to study the task significance in psychological perception involved in virtual simulation and consumers play a role of intermediary between CSR to create,and to explore the relationship between the target distance and intensity between mental simulation and consumers to participate in virtual CSR to create adjustment.Through three experiments,this study tested the hypothesis: experiment one was a single-factor inter-group experiment design which divided into process simulation and result simulation,studying the mediating effect of perceived task significance on mental simulation and consumer engagement in virtual CSR co-creation,and experiment two conducted mental simulation(process simulation VS results simulation)× goal distance(far VS near)inter-group experimental design,studying the moderating effect of goal distance on the relationship between mental simulation and consumer engagement in virtual CSR co-creation;Experiment three carried on the intergroup experimental design of mental simulation(process simulation VS results simulation)× tie strength(close VS estranged)inter-group experimental design,studying the moderating effect of tie strength on the relationship between mental simulation and consumer engagement in virtual CSR co-creation.The results show that: first,perceived task significance plays a full mediator between mental simulation and consumer engagement in CSR co-creation,and process simulation enhances consumer engagement in virtual CSR co-creation by enhancing perceived task significance.Results simulation weakens consumer engagement in virtual CSR co-creation by reducing perceived task significance.Secondly,goal distance plays a positive moderator between mental simulation and perceived task significance,and the process simulation under the closer goal distance has a stronger influence on perceived task significance than the far the target distance.Goal distance plays a positive moderator between mental simulation and consumer engagement in virtual CSR co-creation,compared with the farther goal distance,process simulation under the closer goal distance has a stronger impact on consumer engagement in virtual CSR.In addition,tie strength plays a negative moderator between mental simulation and perceived task significance,compared to the list of friends who are estranged,under the close-tie friends list,result simulation has a stronger impact on consumer engagement in virtual CSR co-creation,and tie strength plays a negative moderator between mental simulation and the consumer engagement in virtual CSR co-creation.Results simulation has a stronger impact on consumer engagement in virtual CSR co-creation.