Research On The Influence Of Consumer Participation In Virtual Corporate Social Responsibility Co-creation On Consumer Well-Being

With the development of digitalization of public welfare,corporate social responsibility is gradually changing from the traditional one-way "spreading the wealth" to inviting consumers to participate in social media online,and Virtual Corporate Social Responsibility(VCSR)has emerged.VCSR co-creation is less restricted by time and space,the cost of participation is lower,and the diversified activity mode and interesting content have a significant positive impact on corporate reputation,consumers’ CSR recognition and willingness to continue to participate.At the same time,the satisfaction of consumers’ personal needs in the process of VCSR co-creation has less attention to the psychological mechanisms that generate positive emotions in themselves,and needs to be studied in depth.Based on this,this paper explores the impact of consumers’ participation in VCSR co-creation on their well-being from self-determination theory and psychological ownership theory,and improves the study of VCSR co-creation in consumer well-being,which helps to promote the long-term development of consumers’ own well-being,corporate VCSR co-creation activities and social harmony.First,based on the perspectives of self-determination theory and psychological ownership theory,the current research on VCSR co-creation is sorted out to find the entry point of the study.Secondly,the relationship model of consumer participation in VCSR co-creation on consumer well-being was constructed and research hypotheses were proposed.Finally,488 samples were obtained using questionnaires,and the reliability and validity of the questionnaires and research hypotheses were verified using statistical analysis software such as SPSS25.0 and AMOS21.0 to deeply analyze the inner mechanism of consumer participation in CSR co-creation on well-being and its path of action.The following conclusions are drawn from the empirical study:(1)consumers’ participation in VCSR co-creation positively affects consumers’ well-being;(2)consumers’ participation in VCSR co-creation positively affects psychological ownership and CSR perception;(3)psychological ownership and CSR perception positively affect consumers’ well-being;(4)CSR perception positively affects psychological ownership;(5)psychological ownership and CSR perception play a mediating role in the process of consumers’ participation in VCSR co-creation affecting consumers’ well-being.This paper focuses on the role of consumers’ participation in CSR co-creation on their consumer well-being.According to the literature,the theoretical system of VCSR co-creation is enriched and enriched by three dimensions of consumer participation in VCSR co-creation:information sharing,responsible behavior,and interpersonal interaction,which further influence consumer well-being by satisfying consumers’ psychological ownership and increasing the level of CSR perception.In practice,companies focus on strengthening the guidance and incentive of responsible behavior,improving the transparency of VCSR co-creation,and enhancing consumers’ CSR perception level and psychological ownership through public information and responding to consumer feedback;optimizing the interactive experience of VCSR co-creation,strengthening the construction of online VCSR co-creation platform,promoting and enhancing consumers’ well-being,and making VCSR co-creation activities effectively meet customer expectations and achieve long-term development.