| With the development of the Internet,corporate social responsibility(CSR)is facing new challenge.Different from traditional corporate public welfare projects,online CSR based on the Internet and social media was born.The public is the core participant,creating social value together with companies that are resource integrators and charity initiators,which is called "virtual CSR co-creation" academically.So far,while some companies have achieved corporate social responsibility through virtual CSR co-creation,they have also created significant social value by aggregating the power of the public.However,some companies’ virtual CSR co-creation has quickly disappeared.The reason is whether It can drive the public to participate in virtual CSR co-creation,and maintain the continuous implementation of its virtual CSR co-creation behavior,so as to achieve long-term and stable social value co-creation.Based on this,this research takes virtual CSR co-creation as the research object and uses grounded theoretical qualitative research methods to explore the overall picture of the driving factors for public participation in virtual CSR co-creation.In terms of the research logic,firstly,a literature review of the driving factors of virtual CSR co-creation and related research was carried out to further clarify the theme of this research;secondly,under the guidance of grounded theoretical research methods,taking the "Ant Forest" virtual CSR co-creation project as a typical case,collecting data through in-depth interviews,and using MAXQDA software to perform three-level coding and category refinement of the collected data,and finally construct a theoretical model of the driving factors of public participation in virtual CSR co-creation;finally,Using value co-creation theory,normative activation theory,interpersonal behavior theory and other theories,as well as the reference of existing research,the theoretical model of the driving factors of public participation in virtual CSR co-creation is explained in depth.Through research and analysis,this study finds that the driving factors for public participation in virtual CSR co-creation are composed of multiple dimensions,including five core influencing factors: macro environment,individual cognition,system attributes,participation experience,and value perception.Different driving factors have different paths of action.The factors are not unrelated,but interact,and jointly play a role in the implementation of the public’s virtual CSR co-creation behavior,forming a relatively complex structural relationship.Specifically,macro-environmental factors are the external environmental factors that drive public participation in virtual CSR co-creation;individual cognition,as an internal driving factor,affects public participation in virtual CSR co-creation;system attribute factors are one of the important reasons driving public to participate in virtual CSR co-creation.Participation experience,as a situational factor,has an impact on the public’s virtual CSR co-creation behavior,and value perception factors are positively promoting public participation in virtual CSR co-creation.At the same time,these driving factors are related to each other and interact with each other,and together have an impact on the public’s participation in virtual CSR co-creation.In this process,the interaction of multiple subjects becomes the basis for value creation.In a dynamic,systematic and loosely coupled interactive system,the co-creation of social value is realized through the integration of social resources and the gathering of forces of multiple subjects. |
