Research On The Influence Mechanism Of Virtual CSR Co Creation Features And Relationship Quality On User Stickiness

With the rapid development of the Internet and social media,there is an online trend in the way enterprises fulfill their social responsibilities.In the past,traditional offline corporate social responsibility activities were more like a "one-man show" prepared and directed by enterprises,which was difficult to arouse public participation and resonance in many cases.In recent years,with the help of the Internet and social media,a new way of fulfilling corporate social responsibility-virtual corporate social responsibility co creation(referred to as virtual CSR co creation)is being recognized and welcomed by more and more people on the Internet platform.The biggest feature of virtual CSR co creation is that it can attract Internet users to participate in corporate social responsibility practices and create social values that are difficult to realize in traditional CSR activities.In enterprise practice and scientific research,it is found that the advantages of virtual CSR co creation activities compared with traditional CSR activities(such as online participation,information transparency,etc.)are important factors to attract consumers to participate in CSR activities.However,the existing situation of CSR related research is still mainly around the traditional offline field,and the research on the characteristics of virtual CSR co creation activities and their impact on consumer behavior is still in its infancy.In reality,although virtual CSR co creation has played a positive role in improving social benefits and corporate image,it has gradually emerged that users’ willingness to participate is not strong and their activity is low in the implementation process.Different from the unilateral dominance of offline CSR activity enterprises in the past,the realization of virtual CSR co creation benefits pays more attention to the participation of users.Therefore,how to improve the stickiness of user participation activities is an important problem that needs to be solved urgently in the development of virtual CSR co creation.On the basis of sorting out the research on virtual CSR co creation,relationship quality and user stickiness,this paper starts from the characteristics of virtual CSR co creation activities and builds a research path of "virtual CSR co creation characteristics-relationship quality-user stickiness" based on relationship marketing theory,social exchange theory and S-O-R model.This study empirically analyzed how virtual CSR co creation features(convenience,transparency,sociability,and fun)can improve the stickiness of users’ participation activities by stimulating users’ perception of relationship quality(trust,satisfaction,and emotional commitment)through questionnaire survey.The empirical results of the questionnaire survey show that the co creation feature of virtual CSR can improve the stickiness of user participation activities through the three dimensions of trust,satisfaction and emotional commitment in relationship quality.In the theoretical sense,on the one hand,by combing the previous literature,this paper summarizes the characteristics of virtual CSR co creation and analyzes its impact mechanism on user stickiness,and extends the research of user stickiness to CSR situations;On the other hand,this paper extends the existing research results on value co creation in virtual communities to the field of relationship marketing,and explores the impact of relationship quality in the process of user value co creation.At the practical level,this study provides a scientific theoretical basis for enterprises to design and carry out virtual CSR co creation activities.Enterprises should design the content of virtual CSR co creation activities to make the characteristics of virtual CSR co creation activities more consistent with user needs and interests,and promote the stickiness of user participation activities by improving the quality of the relationship between users and the platform.