数字经济时代背景下虚拟CSR共创、消费者认同与企业绩效研究

Research on Virtual CSR Co-creation,Consumer Identity and Enterprise Performance under the Background of Digital Economy Era

数字经济时代背景下,虚拟CSR(Corporate Social Responsibility,企业社会责任)共创使得CSR活动更加开放、高效和普及。以“蚂蚁庄园”案例为研究对象,采用扎根理论研究方法,探讨虚拟CSR共创绩效的路径。研究显示:虚拟CSR共创与消费者认同具有正相关关系;消费者认同对企业绩效具有正向影响;消费者认同在虚拟CSR共创和企业绩效之间起中介作用。

In the era of digital economy,corporate social responsibility is gradually developing from the traditional way to the virtual direction.Virtual CSR co-creation makes CSR activities more open,efficient and popular.This paper takes the case of"Ant Manor"as the research object,adopts the grounded theory research method,collects and collates the data of this paper through text data method and interview method,and analyzes and discusses the path of virtual CSR co-creation performance from the perspective of co-creation.The results show that virtual CSR co-creation is different from traditional CSR;Conceptual framework of virtual CSR co-creation;It is concluded that virtual CSR co-creation has a positive correlation with consumer identity,that consumer identity has a positive impact on corporate performance,and that consumer identity plays a mediating role between virtual CSR co-creation and corporate performance.