心理所有权视角下消费者参与虚拟CSR共创的影响研究

摘要

基于心理所有权理论,研究社交媒体背景下消费者参与CSR共创对其企业社会责任认同的影响,以此探究消费者虚拟CSR共创活动能给企业带来的价值.通过问卷调研的实证分析得出了以下结论:①虚拟CSR共创中消费者参与能通过其产生的心理所有权正向影响企业社会责任认同;②虚拟CSR共创中消费者参与行为与心理所有权的关系会受到媒体丰富性的正向影响,进而间接影响企业社会责任认同.%Based on the theory of psychological ownership,this study investigatets the effect of virtual co-creation on corporate social responsibility identity in social media practice.To study the psychological mechanisms of it,this study divides the consumers' behaviors of virtual CSR co-creation into three dimensions.The results show that customer participation in the virtual CSR has a positive influence on the consumer-CSR identification via psychological ownership.Moreover,companies choose different social medias to carry out the virtual CSR activities,which has different influences on psychological ownership.