Research on the Influence Mechanism of Virtual CSR Co-creation on Consumer Identity

Authors

Xiaoping Liu, School of Economics and Management, Chongqing University of Posts and Telecommunications, Chongqing, 400065, ChinaFollow
Wenxiang Deng, School of Economics and Management, Chongqing University of Posts and Telecommunications, Chongqing, 400065, China
Yi Yang, School of Economics and Management, Chongqing University of Posts and Telecommunications, Chongqing, 400065, China

Abstract

With the development of Internet marketing, virtual CSR co-creation has attracted the attention of enterprises. This paper explores the influence mechanism of different routes of interactivity of virtual CSR co-creation on consumer identity by introducing interaction theory and self-construal theory. The experimental results show that routes of interactivity have a positive impact on consumer identity, and experiential route has a stronger impact on consumer identity. Routes of interactivity and self-construal have an interactive effect on consumer identity: When virtual CSR co-creation is structural route, the interdependent self show a higher consumer identity; On the contrary, when virtual CSR co-creation is experiential route, the independent self show a higher consumer identity. The results also indicate that CSR perception plays a mediating role in the interaction effect between routes of interactivity and self-construal on consumer identity.

Recommended Citation

Liu, Xiaoping; Deng, Wenxiang; and Yang, Yi, "Research on the Influence Mechanism of Virtual CSR Co-creation on Consumer Identity" (2019). WHICEB 2019 Proceedings. 14.
https://aisel.aisnet.org/whiceb2019/14