Research On The Mechanism Of The Effect Of The Basic Psychological Needs Satisfaction On Consumers’ Willingness To Recommend By Word-of-mouth In The Context Of Virtual CSR Co-Creation

Virtual CSR Co-Creation refers to enterprises planning from a strategic height,using social media technology,through the internet platform to encourage consumers to participate in the creation of CSR value activities.Common Virtual CSR Co-Creation projects include Alipay "Ant Forest",Weibo "Panda Guardian" and Tencent "99 Public Welfare Day".The appearance of Virtual CSR Co-Creation effectively eliminates consumers’ doubts about the authenticity of corporate social responsibility,which is an important trend of CSR development in the future.However,many corporate social responsibility projects are difficult to achieve long-term development either because of insufficient visibility or because of insufficient consumer participation.Therefore,it is very important to study how to attract consumers to participate in CSR Co-Creation,and it is a worthwhile research direction to encourage consumers to spread word of mouth about Virtual CSR Co-Creation projects.In view of this,this study is based on the Self-Determination Theory,based on the mediating effect of Consumer Identification,the purpose of this study is to investigate the effect of consumers’ perceived Basic Psychological Needs Satisfaction(including three dimensions: Competence,Autonomy,and Relevance)on Willingness to Recommend by Word-of-Mouth,and to verify the moderating role of Agreeableness,this paper tries to provide a theoretical reference for enterprises to develop and improve Virtual CSR Co-Creation activities,improve the effect of CSR project word-of-mouth communication,and realize the sustainable development of CSR activities.Using statistical software SPSS22.0 and AMOS26.0,descriptive statistical analysis,Normality test analysis,reliability and validity analysis,common method bias test,variance test,correlation analysis,and regression analysis were performed on 301 samples of data collected from consumers who participated in Virtual CSR Co-Creation,the conclusions are as follows:(1)Basic Psychological Needs Satisfaction positively influences consumers’ WOM.(2)Costumer Identification plays a partial mediating role between Basic Psychological Needs Satisfaction and consumers’ WOM.(3)Agreeableness positively moderates the relationship between Consumer Identification and consumers’ WOM.The conclusions of this study have certain guiding significance for enterprises to carry out social responsibility activities.Firstly,enterprises should pay attention to undertake social responsibility through Virtual CSR Co-Creation,and deepen the connection between consumers and enterprises.Secondly,in the design and implementation of the Virtual CSR Co-Creation project,enterprises should pay attention to satisfy the three different basic psychological needs of consumers,so as to stimulate consumers’ approval and willingness to recommend by word of mouth.Thirdly,enterprises should take the initiative to attract consumers with a high level of agreeableness and improve the efficiency of word-of-mouth communication of Virtual CSR Co-Creation projects.