Research On The Driving Force Model Of Public Participation In The Co-creation Of Enterprise's Online Public Welfare Value

With the development of the Internet,corporate social responsibility awareness and civic awareness continue to enhance,the enterprise online public welfare has been greatly developed in recent years.Different from traditional public welfare projects,in online public welfare projects,the public is the core participant and creates value together with the public welfare initiating organization as the resource provider and resource integrator.Based on this background,this paper explores the driving force of public participation in enterprises' online public benefit value co-creation,and divides the public value co-creation into initiated and spontaneous value co-creation.In terms of research logic,through in-depth interviews and grounded theoretical analysis,the driving force model of public participation in enterprises' online public benefit value co-creation,the core of this paper,is formed.Then,through quantitative research,the hypothesis of the relationship between variables in the model is verified.Through qualitative research,this paper finds that there are four driving forces for the public to participate in enterprises' online public benefit value co-creation,namely,relationship strength,emotional commitment,public benefit attribute perception and perceived value,among which trust plays an important role in the driving force and value co-creation.In the quantitative research,this paper finds that the relationship strength has a significant positive effect on the value co-creation behavior initiated by the public.Perceived value has a significant positive influence on the spontaneous value co-creation behavior of the public.Affective commitment and public welfare attribute perception have significant positive influence on the value cocreation behavior initiated by the public.Trust is a complete mediator between emotional commitment,perceived attributes of public good and spontaneous value co-creation.Therefore,according to the above research conclusions,the research result of this paper--the driving force model of public participation in enterprises' online public benefit value co-creation is formed.