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

摘要：

　　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.

关键词： virtual CSR co-creation structural route experiential route self-construal CSR perception

作者: Xiaoping Liu Wenxiang Deng Yi Yang

作者单位: School of Economics and Management, Chongqing University of Posts and Telecommunications,Chongqing, 400065, China

会议类型: 国际会议

会议名称: The Eighteenth Wuhan International Conference on E-Business(第18届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 445-452

在线出版日期: 2019-05-24（万方平台首次上网日期，不代表论文的发表时间）