The Influence of Self-Expansion and Consumer Engagement on Consumers’ Continuous Participation in Virtual Corporate Social Responsibility Co-Creation
Virtual corporate social responsibility co-creation (VCSRC) became an effective strategic tool with which enterprises can fulfill social responsibilities and retain customers. This study investigated the drivers of consumers’ continuous participation in VCSRC based on online survey data collected fr...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2023-06-01
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| Series: | Behavioral Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-328X/13/7/545 |
| _version_ | 1827733920915914752 |
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| author | Jinjun Nie Xiaoyi Wang Chan Yang |
| author_facet | Jinjun Nie Xiaoyi Wang Chan Yang |
| author_sort | Jinjun Nie |
| collection | DOAJ |
| description | Virtual corporate social responsibility co-creation (VCSRC) became an effective strategic tool with which enterprises can fulfill social responsibilities and retain customers. This study investigated the drivers of consumers’ continuous participation in VCSRC based on online survey data collected from 336 VCSRC participants. From a new perspective of self-expansion theory and by integrating consumer engagement (CE), we constructed a theoretical model and proposed a set of hypotheses, which were tested by using the structural equation model (SEM). Our findings show that self-expansion (experience-based expansion, competence-based expansion, and identity-based expansion) has a significant positive impact on continuous participation, with CE (conscious attention, enthusiasm, and social connection) playing a partial mediating role. Our research not only theoretically contributes to the research on VCSRC and self-expansion theory, but also inspires the operation of VCSRC projects in motivating consumers’ continuous participation. |
| first_indexed | 2024-03-11T01:18:19Z |
| format | Article |
| id | doaj.art-201baa75afad4dec9c138f7c26b7769f |
| institution | Directory Open Access Journal |
| issn | 2076-328X |
| language | English |
| last_indexed | 2024-03-11T01:18:19Z |
| publishDate | 2023-06-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Behavioral Sciences |
| spelling | doaj.art-201baa75afad4dec9c138f7c26b7769f2023-11-18T18:19:41ZengMDPI AGBehavioral Sciences2076-328X2023-06-0113754510.3390/bs13070545The Influence of Self-Expansion and Consumer Engagement on Consumers’ Continuous Participation in Virtual Corporate Social Responsibility Co-CreationJinjun Nie0Xiaoyi Wang1Chan Yang2Qianjiang College, Hangzhou Normal University, Hangzhou 310018, ChinaSchool of Management, Zhejiang University, Hangzhou 310012, ChinaCollege of Economics and Management, Zhejiang Normal University, Jinhua 321004, ChinaVirtual corporate social responsibility co-creation (VCSRC) became an effective strategic tool with which enterprises can fulfill social responsibilities and retain customers. This study investigated the drivers of consumers’ continuous participation in VCSRC based on online survey data collected from 336 VCSRC participants. From a new perspective of self-expansion theory and by integrating consumer engagement (CE), we constructed a theoretical model and proposed a set of hypotheses, which were tested by using the structural equation model (SEM). Our findings show that self-expansion (experience-based expansion, competence-based expansion, and identity-based expansion) has a significant positive impact on continuous participation, with CE (conscious attention, enthusiasm, and social connection) playing a partial mediating role. Our research not only theoretically contributes to the research on VCSRC and self-expansion theory, but also inspires the operation of VCSRC projects in motivating consumers’ continuous participation.https://www.mdpi.com/2076-328X/13/7/545virtual CSR co-creationself-expansionconsumer engagementcontinuous participation |
| spellingShingle | Jinjun Nie Xiaoyi Wang Chan Yang The Influence of Self-Expansion and Consumer Engagement on Consumers’ Continuous Participation in Virtual Corporate Social Responsibility Co-Creation Behavioral Sciences virtual CSR co-creation self-expansion consumer engagement continuous participation |
| title | The Influence of Self-Expansion and Consumer Engagement on Consumers’ Continuous Participation in Virtual Corporate Social Responsibility Co-Creation |
| title_full | The Influence of Self-Expansion and Consumer Engagement on Consumers’ Continuous Participation in Virtual Corporate Social Responsibility Co-Creation |
| title_fullStr | The Influence of Self-Expansion and Consumer Engagement on Consumers’ Continuous Participation in Virtual Corporate Social Responsibility Co-Creation |
| title_full_unstemmed | The Influence of Self-Expansion and Consumer Engagement on Consumers’ Continuous Participation in Virtual Corporate Social Responsibility Co-Creation |
| title_short | The Influence of Self-Expansion and Consumer Engagement on Consumers’ Continuous Participation in Virtual Corporate Social Responsibility Co-Creation |
| title_sort | influence of self expansion and consumer engagement on consumers continuous participation in virtual corporate social responsibility co creation |
| topic | virtual CSR co-creation self-expansion consumer engagement continuous participation |
| url | https://www.mdpi.com/2076-328X/13/7/545 |
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