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| Research on the Impact of the Psychological Needs on Consumer Attitude in the Virtual CSR Co-Creation |
| FAN Shuai，TIAN Zhilong，ZHANG Lijun |
| 1. Zhongnan University of Economics and Law, Wuhan, China;2. Huazhong University of Science and Technology, Wuhan, China |
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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.
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Received: 29 September 2018
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