Research On The Impact Of Gamification Elements On Consumers’ Intention To Continuously Participate In Virtual Corporate Social Responsibility Co-creation

Corporate social responsibility has always been the focus of attention in the business environment.With the development of the Internet,enterprises have begun to fulfill their social responsibility with consumers through social media platforms,and virtual corporate social responsibility co-creation has come into being.In the process of fulfilling social responsibility with consumers,although enterprises have taken certain incentives,consumers’ intention to continue to participate is not strong,how to motivate consumers to continue to participate in virtual corporate social responsibility co-creation has become a challenge for enterprises now.Gamification,as an important feature of social media platforms,can present consumers’ public welfare behaviors in a visual platform,which enhances consumers’ continuous participation behavior.Based on this,this paper explores the impact of gamification elements on consumers’ intention to continuously participate in virtual corporate social responsibility co-creation.Firstly,based on the relevant literature,the paper identifies two gamification elements:game dynamics and game mechanism,meanwhile distinguishes three types of enterprise-consumer interaction behaviors: bidirectionality,participation and joint problem solving.Then,based on social exchange theory and symbolic interaction theory,the paper discusses the direct influence of the two gamification elements on continued participate intention,interaction behavior as a mediating variable,and social norms as a moderating variable.Finally,based on 555 valid questionnaires,regression analysis was conducted using data analysis software such as SPSS26.0 and AMOS24.0 to verify the research hypotheses of this paper.The results show that: game dynamics and game mechanics can positively influence bidirectionality,participation and joint problem solving between enterprises and consumers;game dynamics and game mechanics can positively influence continued participate intention;bidirectionality,participation and joint problem solving positively influence continued participate intention;bidirectionality,participation and joint problem solving partially mediate between game dynamics,game mechanics and continued participate intention;social norms can enhance the positive influence of bidirectionality and participation on the continued participate intention.The research conclusions provide new ideas and suggestions for enterprises to fulfill virtual corporate social responsibility co-creation activities,guide enterprises to make more reasonable use of gamification elements,trigger consumers’ continuous participation behavior,and help enterprises gain benefits in the competitive marketing environment.