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.
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.