How to Motivate Users to Continuously Participate in Virtual CSR Co-creation

Previous studies have paid little attention to Corporate Social Responsibility (CSR) co-creation. In the era of digital economy, gamification mechanisms such as feedback can promote the co-creation of virtual CSR. In order to explore how enterprises can stimulate users to participate in virtual CSR co-creation, based on SOR theory, this paper collects data by questionnaire, checks data consistency by big data technology-data cleaning, and processes invalid and missing values, and makes empirical analysis on the processed data by SPSS and AMOS. The research shows that the emotional feedback and information feedback provided by the virtual CSR co-creation platform can promote the continuous participation of users; Green self-efficacy plays an intermediary role in it; Identity plays a negative regulatory role in the influencing mechanism. These conclusions not only deepen and expand the research of value co-creation and its applicable boundary, but also have certain significance for enterprise marketing practice.