Abstract：This study constructs the research framework and finds out: firstly, the psychological needs of virtual CSR co-creation will affect consumers’ attitude towards the enterprise through consumer engagement in virtual CSR co-creation. When the degree that virtual CSR co-creation activities satisfy consumers’ basic psychological needs for competence, autonomy, and relatedness is higher, their engagement in virtual CSR co-creation will also be higher. It reflects “self-investment” and psychological presence of consumers in the process of virtual CSR co-creation, which enables consumers to form a positive attitude towards enterprises. Secondly, during the process of virtual CSR co-creation influencing consumers, the degree of social reinforcement plays a positive moderating role. That is to say, in the situation where the degree of social reinforcement is higher when the level of consumers’ basic psychological needs satisfied is higher, virtual CSR co-creation will bring higher consumer engagement and generate more positive attitudes towards enterprises than where the degree of social reinforcement is lower.
樊帅，田志龙，张丽君. 虚拟企业社会责任共创心理需要对消费者态度的影响研究[J]. 管理学报, 2019, 16(6): 883-.
FAN Shuai，TIAN Zhilong，ZHANG Lijun. Research on the Impact of the Psychological Needs on Consumer Attitude in the Virtual CSR Co-Creation. Chinese Journal of Management, 2019, 16(6): 883-.
