Research On The Influence Of Consumer Participation On Corporate Identity In Corporate Social Responsibility Activities

Corporate social responsibility has always been a hot issue for consumers and enterprises.With the continuous development of social economy,the public's requirements for corporate social responsibility are getting higher and higher.Enterprises must not only fulfill their social responsibilities,but also reach consumers' expectation.It is expected that,as a result,some companies have begun to organize participatory social responsibility activities to enhance consumers' sense of identity with the company,and the effect is remarkable.However,the market has also frequently exposed the situation that enterprises have resisted because they have fulfilled their social responsibilities and did not meet the expectations of consumers.So in the CSR activities,can consumer participation make it feel positive about the company? And the impact mechanism is worthy of our in-depth discussion.In order to study how consumers participate in corporate social responsibility,how to generate corporate identity,this paper from the psychological perspective of the consumer's "psychological ownership",according to the "SOR model",combing the logical relationship between variables and building a consumer participation enterprise.The theoretical model of social responsibility for corporate identity introduces psychological ownership as a mediator variable,and the degree of involvement and psychological control are used as regulatory variables to verify their influence on corporate identity in consumer participation in corporate social responsibility activities.In order to obtain the psychological reaction data of consumers participating in CSR activities under different levels of involvement,this study adopts a mixed experiment method of 2(participating in VS.not participating)X2(high involvement VS.low involvement).Four different experimental scenarios were simulated,and the hypotheses of this study were finally verified by maneuverability test,reliability and validity analysis,main effect test,mediation effect test and adjustment effect test.Through the research,the following conclusions are drawn: 1.In the corporate social responsibility activities,the consumers participating in the activity have higher recognition of the enterprise than the non-participating consumers;2.The consumer's participation in the corporate social responsibility activities is recognized by the enterprise.In the process of influence,the mediating effect of psychological ownership is significant;3.In the influence of consumers' participation in corporate social responsibility activities on psychological ownership,consumers have a certain adjustment effect on the degree of involvement of enterprises,and the degree of involvement of enterprises Compared with low consumers,consumers with high involvement have stronger psychological ownership of the company;4.In the influence of consumers' participation in corporate social responsibility activities on psychological ownership,the source of psychological control of consumers plays a certain role.The regulation effect,the internal control type of consumer has stronger psychological ownership than the external control type of consumer.This research not only enriches the research of consumers' participation in corporate social responsibility,but also helps enterprises to make corresponding strategies when fulfilling social responsibilities,which has important implications for enterprises to implement effective social responsibility strategies.