The Influence Of Virtual CSR Co-creation Initiative Appeals On Users’ Response

In order to cope with the increasingly fierce market competition and occupy an advantage in the overall strategy of enterprises,modern enterprises actively undertake social responsibilities to help enterprises establish a good corporate image and improve performance.More and more companies using social media platform to implement CSR strategy,encourage stakeholder participation and implement corporate CSR activities,this kind of phenomenon in academic concept for the virtual CSR to create(Virtua l Corporate Social Responsibility Co-creation,VCSR).Despite the strong attraction and wide application of social media,the forms of virtual CSR co-creation activities vary,but the level of users’ response to virtual CSR co-creation activities is uneven.Therefore,it is necessary to study the influence mechanism of virtual CSR co-creation on consumers and explore the relationship between virtual CSR co-creation projects of different initiative appeals,consumers’ intention to participate and brand loyalty.This dissertation starts with the prevariables that affect users’ participation in CSR co-creation activities and brand loyalty,takes the initiative appeals of virtual CSR co-creation activities as the research object,discusses the influence mechanism of energy accumulation and product promotion virtual CSR activities on users’ participation intention and brand loyalty,and takes brand affect as the mediating variable.The project factors--donation proximity and individual trait factor--moral identity were introduced as moderating variables to explore their moderating effects on the influencing mechanism.The 2×2×2 scenario simulation experiment method was used to make the experimental questionnaire.776 questionnaires were collected from 194 subjects.The data were analyzed by SPSS,and the following conclusions were drawn:(1)Energy accumulation and product promotion CSR activities can positively affect users’ Participation intention and brand loyalty.(2)The initiative appeals in the co-creation of virtual CSR affects users’ participation intention and brand loyalty by influencing their brand affect.(3)The brand affect of users is regulated by the proximity of donation,which is the factor of virtual CSR co-creation project.When the donation proximity is close,the influence of energy accumulation CSR activities on brand positive emotion is greater.(4)Users’ individual trait moral identity can play a moderating role in the influence of brand affect on users’ participation intention and brand loyalty in virtual CSR co-creation.This dissertation has important theoretical significance for identifying the driving factors of virtual CSR co-creation,exploring the psychological mechanism of consumers’ participation in virtual CSR co-creation,evaluating the effect difference of different initiative appeals of virtual CSR projects,and expanding the research scope of CSR marketing.It is of great practical significance for enterprises to develop social responsibility projects with the help of Internet platform better,to formulate and implement the appropriate concrete virtual CSR jointly create the strategy,to carry out the "Internet + public interest" activity,to promote the development of charities in our country.