Research On The Influence Of Gamification Elements Of Virtual CSR Co-Creation On Users’ Pro-Environment Behaviors

Nowadays,with the rapid development of the Internet,more and more enterprises transfer their Corporate Social Responsibility(CSR)activities from offline to online virtual,and attract the active participation of consumers through the various social media platforms.Well-known examples include "Ant Forest" on Alipay platform,which are called "virtual CSR co-creation".Virtual CSR co-creation not only brings performance to enterprises,but also has huge public welfare value.Virtual CSR cocreation forms are diverse,and game-style co-creation is one of its major features.This paper will start from the perspective of gamification to study the impact of gamification design on the pro-environment behavior intention of users participating in the virtual CSR co-creation.This paper reviews the literature on the co-creation of virtual CSR,the research status of gamification and the intention of pro-environment behavior,and sorts out the gamification elements and mechanisms of the research object "Ant Forest" as well as the gamification research model.Then,the semi-structured interview method is adopted and the interview results are encoded to explore and summarize which gamification elements will have an impact on users’ pro-environment behavior intention and through what path.Based on the results of interview coding and literature review,the research framework model of this paper is constructed and the hypothesis is proposed.Through data analysis,the model results show that there is a significant positive correlation between achievement gamification elements,social gamification elements and immersion gamification elements and users’ perception of environmental protection achievements in the virtual CSR co-creation ant forest.Achievement gamification elements also has a positive impact on users’ perception of environmental responsibility,while social and immersive gamification elements has no significant impact on users’ perception of environmental responsibility.Users’ environmental achievement perception and environmental responsibility perception also promote users’ intention of pro-environmental behavior.This study combines the welfare value of virtual CSR co-creation and gamification,enriching certain research results in the field of virtual CSR co-creation,and playing a constructive role in the sustainable development of green marketing for enterprises and the cultivation of low-carbon environmental protection concepts for users.