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

Research on the Impact of the Psychological Needs on Consumer Attitude in the Virtual CSR Co-Creation

基于自我决定理论,实证研究了虚拟企业社会责任(CSR)共创影响消费者态度的心理机制,得出以下结论:①虚拟CSR共创通过消费者在活动中的融入而正向影响消费者对企业的态度,即消费者的胜任感、自主感和关联感的程度越高时,其融入程度也会越高,进而产生更为积极的态度;②在虚拟CSR共创对消费者融入产生影响的过程中,社会强化会产生正向的调节作用,即在高社会强化的情况下,消费者心理需要满足的程度越高,则消费者融入程度比低社会强化时更高。

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.