A Study on the Influence of Perceived Authenticity of Virtual CSR Co-Creation on  Users' Continuous Participation Willingness in Platform Context

Collected Essays on Finance and Economics ›› 2025, Vol. 41 ›› Issue (5): 101-112.

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A Study on the Influence of Perceived Authenticity of Virtual CSR Co-Creation on Users' Continuous Participation Willingness in Platform Context

ZHANG Wensong¹, ZHANG Xue¹, ZHANG Rui², WANG Jiayuan¹, CHEN Baolian¹

1. School of Economics and Management, Beijing Jiaotong University, Beijing 100044, China;
2. Business School, Beijing Normal University, Beijing 100875, China

Received:2024-01-29 Online:2025-05-12 Published:2025-05-12

平台情境下感知虚拟CSR共创真实性对用户持续参与意愿的影响研究

张文松¹, 张雪¹, 张睿², 汪家源¹, 陈宝莲¹

1.北京交通大学经济管理学院,北京 100044;
2.北京师范大学经济与工商管理学院,北京 100875

通讯作者: 张雪(1995—),女,湖北襄阳人,北京交通大学经济管理学院博士生。
作者简介:张文松(1968—),男,山东滕州人,北京交通大学经济管理学院教授;张睿(1992—),男,北京市人,北京师范大学经济与工商管理学院博士生;汪家源(1997—),男,安徽六安人,北京交通大学经济管理学院博士生;陈宝莲(1998—),女,湖南岳阳人,北京交通大学经济管理学院博士生。
基金资助:
中央高校基本科研业务费专项资金资助(2024YJS062);国家社会科学基金重点项目(21AZD118)

Abstract

Abstract: In the Internet era, virtual CSR co-creation is an important means for platform enterprises to carry out market competition. However, current research mainly starts from the psychological perspective of users' self-interest, and there is still a lack of research on users' continuous participation willingness from the altruistic perspective. Based on social information processing theory and norm activation theory, we construct a theoretical model covering the antecedents, process and applicability of users' continuous participation willingness in virtual CSR co-creation. After empirical analysis, we found that (1)perceived virtual CSR co-creation authenticity has a positive effect on users' continuous participation willingness; (2)perceived morality and trust in CSR commitment play a chain mediating role in the relationship between perceived authenticity and users' continuous participation willingness; (3)time pressure negatively moderates the effect of perceived authenticity on users' continuous participation willingness; (4)users' collectivist tendency buffers the negative effect of time pressure on the relationship between perceived authenticity and continuous participation willingness; (5)the heterogeneity analysis found that perceived authenticity has a stronger impact on low-income users' continuous participation willingness. The findings provide theoretical guidance and practical insights for enterprises to utilize virtual CSR co-creation activities to increase user stickiness in platform contexts.

Key words: Perceived Authenticity, Time Pressure, Collectivism, Continuous Participation Willingness, Virtual CSR Co-Creation

摘要： 在互联网时代,虚拟CSR共创是平台企业开展市场竞争的重要手段,但目前研究主要从用户利己的心理视角切入,关于利他视角下用户持续参与意愿的研究仍较为缺乏。本研究依据社会信息加工理论和规范激活理论,构建了一个涵盖用户持续参与虚拟CSR共创意愿前因、过程与适用性的理论模型。实证结果发现:感知虚拟CSR共创真实性对用户持续参与意愿有积极影响;感知道德和信任CSR承诺在感知真实性与用户持续参与意愿的关系中发挥链式中介作用;时间压力负向调节感知真实性对用户持续参与意愿的影响;用户的集体主义倾向能缓冲时间压力对感知虚拟CSR共创真实性与持续参与意愿关系的负向影响;异质性分析结果表明,感知虚拟CSR共创真实性对低收入用户持续参与意愿的影响更强。研究结论对平台情境下,企业利用虚拟CSR共创活动增加用户黏性提供了理论指导和实践启示。

关键词: 感知真实性, 时间压力, 集体主义, 持续参与意愿, 虚拟CSR共创

CLC Number:

F274
F273.2

ZHANG Wensong, ZHANG Xue, ZHANG Rui, WANG Jiayuan, CHEN Baolian. A Study on the Influence of Perceived Authenticity of Virtual CSR Co-Creation on Users' Continuous Participation Willingness in Platform Context[J]. Collected Essays on Finance and Economics, 2025, 41(5): 101-112.

张文松, 张雪, 张睿, 汪家源, 陈宝莲. 平台情境下感知虚拟CSR共创真实性对用户持续参与意愿的影响研究[J]. 财经论丛, 2025, 41(5): 101-112.

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A Study on the Influence of Perceived Authenticity of Virtual CSR Co-Creation on Users' Continuous Participation Willingness in Platform Context

平台情境下感知虚拟CSR共创真实性对用户持续参与意愿的影响研究

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