Consumer Perspectives on Virtual Corporate Social Responsibility Co-creation

Purpose Corporate social responsibility (CSR) activities are increasingly important in the digital age, affecting the way organizations interact with existing and potential consumers and other stakeholders. In China, firms increasingly use Weibo and WeChat accounts to attract stakeholders to participate in their CSR activities. Design/methodology/approach This paper explores consumer participation drivers of virtual CSR co-creation, its mechanism of action on corporate reputation in the online context, and the moderating role of technology ease of use. The professional questionnaire data survey platform “WJX.cn” distributed questionnaires to paid participants with experience in CSR value co-creation, and 353 valid questionnaire forms were subsequently analyzed. Findings Findings revealed that social, individual achievement and hedonic needs have positive and significant impacts on consumer participation in virtual enterprise CSR co-creation and that consumer participation has a positive and significant impact on branding, and it plays an intermediary role between participation motivation and enterprise reputation. Besides, the study verifies the moderating effect of technological ease of use, which has a positive moderating effect on social and hedonic needs, and co-creation. Originality/value This study provides an action basis for enterprises to encourage and guide consumers to participate in CSR performance, thereby promoting social value-creating and enhancing brand reputation.