Research On The Antecedents And Consequence Of Consumers’ Participation In Virtual CSR Co-creation Based On Uses And Gratifications

As consumers interact with enterprises through social media platforms,enterprises also begin to actively use social media platforms to communicate with consumers,and explore new ways to fulfill corporate social responsibility in this process.Virtual corporate social responsibility co-creation(hereinafter referred to as virtual CSR co-creation)is that enterprises actively attract stakeholders to participate in corporate social responsibility activities and create value with the help of social media.We Chat sports step donation,Alipay "ants forest" and so on are all virtual CSR co-creation activities launched by enterprises.In the context of social media,consumers have the influence to drive speech direction and build word-of-mouth,and corporate reputation is an intangible and important economic asset and resource,and this resource is easy to be destroyed.Virtual CSR co-creation is an emerging field.At present,the antecedents,consequences and boundary conditions of consumers’ participation in virtual CSR co-creation are not clear,which is worthy of further discussion.Based on uses and gratifications,this paper discusses the factors affecting consumers’ participation in virtual CSR co-creation,and analyzes the impact of consumers’ participation in virtual CSR co-creation on enterprises’ cognitive reputation and emotional reputation,as well as the regulatory effect of technical usability.The data were collected by questionnaire method,and 353 valid questionnaires were empirically analyzed by SPSS and Amos to verify the proposed theoretical assumptions.The research results show that:(1)Social needs,personal achievement needs and hedonic needs have a positive and significant impact on consumers’ participation in virtual CSR co-creation,and hedonic needs have the greatest impact on consumers’ participation in virtual CSR co-creation.According to the uses and gratifications,consumers will participate in the co-creation of enterprise virtual CSR out of the needs of social connection with others,sense of achievement and pleasant experience.(2)Consumers’ participation in virtual CSR co-creation has a positive and significant impact on improving the cognitive reputation and emotional reputation of enterprises,that is,consumers’ participation in virtual CSR activities carried out by enterprises,undertaking social responsibility together with enterprises and creating social welfare value can improve the cognitive reputation and emotional reputation of enterprises.(3)Technical usability positively regulates the relationship between social needs,hedonic needs and consumers’ participation in virtual CSR co-creation,but its regulatory effect is not significant between personal achievement needs and consumers’ participation in virtual CSR cocreation.This paper not only discusses the influencing factors of consumers’ participation in virtual CSR cocreation based on uses and gratifications,but also analyzes the regulatory role of technical usability,enriches the research on the antecedents of consumers’ participation in virtual CSR co-creation,and further discusses the impact of consumers’ participation in virtual CSR co-creation on corporate reputation,enriching the aftereffect research of consumers’ participation in virtual CSR co-creation.The research conclusion can provide ideas for enterprises on how to better attract consumers to participate in virtual CSR co-creation activities,improve the cognitive reputation and emotional reputation of enterprises,so as to promote the performance of corporate social responsibility,create greater social value,and promote the long-term sustainable development of enterprises and society.