Research On The Influence Of Buyer’s Participation In Platform CSR Co-creation On Activity Recommendation Behavior

With the continuous improvement of consumers’ living standards,consumers not only pay attention to the quality of products or services,but also begin to pay attention to the overall social image of enterprises.But when a company does a good deed,consumers will take into account the motivation of the company and have different reactions.In order to let the outside world better understand corporate responsibility,academic circles began to pay attention to the problem of corporate social responsibility co-creation.For platform enterprises,the development of social responsibility co-creation activities is more convenient and involves a wider range.However,can an activity really take advantage of the platform to achieve the maximum benefit? There are still a lot of uncertainties.The public has higher social expectations on platform enterprises,but the academic circle has not fully discussed how to make full use of the advantages of platform to maximize the social benefits created by corporate social responsibility.Therefore,this study uses psychological benefits as a mediator to explore the influence of buyer users’ participation in platform CSR co-creation on activity recommendation behavior.By combing existing studies and based on the social exchange theory,this paper constructs the action mechanism of buyer users’ participation in platform CSR co-creation on activity recommendation behavior,and explores the mediating effect of psychological benefits between the two,as well as the moderating effect of platform corporate reputation in this mechanism.This study uses questionnaire survey to collect data,and the main objects of investigation are buyers and users who participate in the co-creation of corporate social responsibility of the platform.Through pre-investigation,possible problems were found,and modifications were made to improve the effectiveness of the questionnaire.A total of 248 valid questionnaires were obtained in the formal survey.SPSS21.0 and AMOS24.0 were used to analyze the data and verify the hypothesis.The results show that the buyer’s participation in the CSR co-creation of the platform will promote the participant to recommend the activity to others,and the psychological benefit plays a partial mediating effect.The indirect effects of different dimensions of psychological benefits have different proportions.The results show that the indirect effect of self-expression benefits is the largest,which provides a reference for platform enterprises to design CSR co-creation activities.Focusing on participants’ self-achievement is more conducive to the generation of user recommendation behavior.The reputation of the platform enterprise will negatively regulate the relationship between the buyer and user’s participation in the social responsibility co-creation of the platform enterprise and the warmth benefit.As one of the dimensions of psychological benefit,warmth benefit mainly emphasizes moral satisfaction.For platform companies with low reputation,attracting users to participate in corporate social responsibility co-creation activities will bring more obvious warmth benefits to participants.This study identifies the path mechanism of participating in CSR co-creation and recommendation behavior,enriches relevant researches on platform CSR co-creation,and provides reference for platform enterprises to better fulfill their CSR.To assist platform enterprises to give play to their ability of resource allocation and promote the development of the whole society.