摘要
基于互动性理论和认知情感模型,通过实验探究不同互动路径类型的虚拟CSR共创对消费者认同的影响机制。结果表明,虚拟CSR共创正向影响消费者认同,相对于结构路径型虚拟CSR共创,体验路径型虚拟CSR共创对消费者认同的作用更强;虚拟CSR共创与自我建构对消费者认同存在交互效应:依存型自我建构的消费者对结构路径型虚拟CSR共创活动的认同水平更高,独立型自我建构的消费者对体验路径型虚拟CSR共创活动的认同水平更高;CSR感知在虚拟CSR共创与自我建构对消费者认同的交互效应中起部分中介作用。
Based on the interaction theory and cognitive emotion model, this paper explores the influence mechanism of virtual CSR co-creation on consumer identity by using experimental methods. Results show that virtual CSR co-creation has a positive impact on consumer identity. Compared with structural route virtual CSR co-creation, experiential route virtual CSR co-creation has a stronger impact on consumer identity. Virtual CSR co-creation and self-construal have interactive effects on consumer identity: the interdependent consumers have a higher level of identity with structural route virtual CSR co-creation,the independent consumers have a higher identity with experiential route virtual CSR co-creation;CSR perception plays a mediating role in the interaction effect of virtual CSR co-creation and self-construal on consumer identity.
作者
刘小平
邓文香
LIU Xiao-ping;DENG Wen-xiang(School of Economics and Management,Chongqing University of Posts and Telecommunications,Chongqing 400065)
出处
《软科学》
CSSCI
北大核心
2019年第12期139-144,共6页
Soft Science
基金
重庆市社会科学规划项目(2018YBGL065)
重庆市社会规划一般项目(2019YBGL065)
重庆市教育委员会人文社会科学研究规划项目(18SKGH041)
关键词
虚拟CSR共创
结构路径
体验路径
自我建构
CSR感知
virtual CSR co-creation
structural route
experiential route
self-construal
corporate social responsibility perception
