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| Research on Consumer Participation Behaviors in Virtual CSR Co-Creation from the Perspective of Psychological Ownership |
| FAN Shuai，TIAN Zhilong，HU Xiaoqing |
| 1. Zhongnan University of Economics and Law, Wuhan, China; 2. Huazhong University of Science and Technology, Wuhan, China |
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Abstract Based on the theory of psychological ownership, this study investigatets the effect of virtual co-creation on corporate social responsibility identity in social media practice. To study the psychological mechanisms of it, this study divides the consumers’ behaviors of virtual CSR co-creation into three dimensions. The results show that customer participation in the virtual CSR has a positive influence on the consumer-CSR identification via psychological ownership. Moreover, companies choose different social medias to carry out the virtual CSR activities, which has different influences on psychological ownership.
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Received: 20 July 2016
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2017, Vol. 14 
