Research On The Impact Mechanism Of Vitual CSR Co-creation On Consumer Identity

Virtual CSR co-creation refers to the strategic use of social media to invite stakeholders to participate in and implement CSR activities.For example,online CSR projects such as "Public Commodity" and "99 Public Welfare Day" carried out by Ali and Tencent through new media platforms have received extensive attention and response from the public since they were launched.Virtual CSR co-creation projects as CSR activities widely carried out by internet enterprises,has a significant positive effect on improving corporate image,expanding brand awareness and enhancing economic benefits.However,according to relevant data and researches,virtual CSR co-creation has different forms and different levels of consumer response.Whether what kind of virtual CSR co-creation is more likely to gain consumers’ recognition remains to be explored.Therefore,it is necessary to study the effect of virtual CSR co-creation on consumer identity.In this paper,the research problems are discussed and analyzed through three experimental studies.Experiments one mainly analyzed the main effect of the study,that is,the effect of virtual CSR co-creation of different types of interactive routes on consumer identity.The experiments two mainly analyzed three issues:(1)the impact of virtual CSR co-creation of different types of interactive routes on consumer identity;(2)the interactivity of virtual CSR co-creation and self-construal(long-term self-construal)on consumer identity;and(3)the mediating role of CSR perception.Three issues were analyzed in the experiment three:(1)the interactivity of virtual CSR co-creation and self-construal(situational self-construal)on consumer identity;(2)the moderating role of construal level in the role of virtual CSR co-creation on consumer identity;(3)the interaction of construal level,self-construal and virtual CSR co-creation on consumer identity.The main work of this paper is divided into the following four stages:(1)Summarizing the research direction and content of this paper through theoretical and literature review;(2)Putting forward research hypothesis based on interaction theory,information processing theory and existing research,and then constructing corresponding conceptual model;(3)Obtaining first-hand data by situational questionnaire,and testing corresponding hypothesis through data analysis;(4)Summarizing the theoretical and practical significance of the research conclusions,analyzing the limitations and shortcomings,and point out the directions of future research.The results of Experiment one show that virtual CSR co-creation with different types of interactive routes has different effects on consumer identity.Compared with structural route virtual CSR co-creation,experiential route virtual CSR co-creation plays a stronger role in consumer identity.The results of Experiment two show that:(1)There are differences in the impact of virtual CSR co-creation on consumer identity among different types of interactive routes.(2)There is interaction between self-construal(long-term self-construal)and virtual CSR co-creation on consumer identity: independent self-Consumers have a higher level of identity with experiential route virtual CSR co-creation activities,while interdependent consumers have a higher level of identity with structural route virtual CSR co-creation activities.CSR perception partially mediates the interaction between virtual CSR co-creation and self-construal on consumer identity.Virtual CSR co-creation affects consumers’ recognition of virtual CSR co-creation by promoting or weakening consumers’ perception of CSR.The results of Experiment three show that:(1)Self-construal(contextual self-construal)and virtual CSR co-creation interact with consumer identity: independent self-consumers have a higher level of identity with experiential route virtual CSR co-creation activities;while interdependent consumers have a higher level of identity with structural route virtual CSR co-creation activities.(2)Virtual CSR co-creation,self-construal and construal level has an interactive effect on consumer identity.At the high level of construal,consumers with independent self-construal have a higher level of identity with experiential route virtual CSR co-creation activities;At the low level of construal,consumers with interdependent self-construal have a higher level of identity with experiential route virtual CSR co-creation activities;The level of identity with structural route type is higher,and construal level strengthens the interaction between virtual CSR co-creation and self-construal on consumer identity.On the one hand,the paper enriches the classification of virtual CSR co-creation,on the other hand,it also complements the interaction between virtual CSR co-creation and consumer cognition.The conclusion of this study is helpful for enterprises to understand the interaction mechanism between virtual CSR co-creation and consumer psychology.At the same time,it provides theoretical support for giving full play to the influence of virtual CSR co-creation on enterprises and consumers,and effectively enhancing the value of virtual CSR co-creation to enterprises and society.