A Study On The Influence Of Psychological Distance And Experiential Value On Consumers’ Willingness To Participate In Non-commercial Behavioral Donations

With the improvement of economic level and the popularity of the Internet,"Internet +public welfare" has been hotly carried out,among which corporate social responsibility fulfillment methods(hereinafter referred to as non-commercial donations),such as Alipay’s "Ant Forest" and "Ant Manor",which integrate nurturing games and social interaction,have stood out and received a lot of praise.By participating in non-commercial behavioral donations,consumers gain a better understanding of the company,and with that comes a change in behavior and attitudes.When the novelty wears off,will consumers move on to other interesting activities? How can we improve user stickiness through scientific management tools? There is a paucity of academic research on non-commercial behavioral donations,and the discussion of factors influencing consumers’ willingness to participate is of far-reaching value.The study explores the influence of psychological distance and experience value on consumers’ willingness to participate in noncommercial behavioral donations and adds selfefficacy as a moderating variable.A total of 610 valid questionnaires were collected through the questionnaire method,and SPSS and AMOS were used for the empirical analysis of the sample data.The final results showed that(1)psychological distance,aesthetics,investment reward,and fun have significant positive effects on consumers’ willingness to participate in non-commercial behavioral donations,and the influences are fun,psychological distance,investment reward,and aesthetics in descending order.(2)Self-efficacy had a weakening effect on the effects of psychological distance,fun,and beauty on willingness to participate,i.e.,self-efficacy reduced the difference between the high and low subgroups of the independent variable regarding willingness to participate,and individuals with high selfefficacy showed stronger willingness to participate in the low subgroup than those with low self-efficacy.The study explores the factors influencing consumer participation and the moderating role of self-efficacy,enriching the antecedent research on consumer willingness to participate in non-commercial behavioral donations.The findings of the study provide management ideas on how companies can better stimulate consumers’ willingness to participate,enhance user viscosity,prolong the life of the campaign,and trigger positive consumer attitudes and behaviors toward the company,which can help companies fulfill their social responsibility and promote sustainable social development.