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Web 2.0时代,企业纷纷积极尝试“互联网+公益”的模式进行CSR的策划与执行,如微信中的“转文捐款”、“助跑”、“捐步”等活动,在学术上被称之为“虚拟CSR共创”。本文基于社会存在感理论探讨了虚拟社区内消费者参与CSR共创活动的心理机制及其结果变量,丰富了“互联网+公益”方面的相关理论研究。通过问卷调研的实证分析得出以下结论:(1)虚拟CSR共创能通过消费者在共创过程中产生的社会存在感正向影响其对虚拟社区的认同;(2)虚拟CSR共创与社会存在感的关系会受到自我展示的正向影响,进而间接影响虚拟社区认同。
In the Web 2.0 era, enterprises actively try to plan and implement CSR in the mode of “Internet + Public Welfare ”, such as “donation donation ”, “run”, “donation ” and other activities in WeChat , Which is academically called “Virtual CSR Creation.” Based on the theory of social existence, this paper explores the psychological mechanism and result variables of consumers’ participation in CSR co-creation in virtual communities, and enriches the relevant theoretical research on “Internet + Philanthropy ”. Through the empirical analysis of the questionnaire survey, the following conclusions are drawn: (1) The virtual CSR co-creation can positively influence the recognition of the virtual community through the social presence felt by the consumers in the co-creation process; (2) The relationship of social existence will be affected by the positive impact of self-presentation, thus indirectly affecting the virtual community identity.