游戏式CSR共创特性对用户持续参与意愿的影响

The Effect of the Design Characteristics of Gamified CSR Co-Creation Activities on Users’ Sustained Participation Intention

摘要: 互联网时代虚拟企业社会责任共创被企业广泛应用于社会责任活动，但普遍存在用户粘性不足问题，在其中融入游戏化设计元素成为新的解决方案。但学术界对于这类游戏式虚拟CSR共创特性及其对用户的影响的研究还不够深入。本文提炼出游戏式CSR共创活动的三个重要特性：目标性、个性化和互动性，然后构建模型通过实证研究探究其对用户持续参与CSR共创意愿的影响。采用问卷调查法收集有效问卷423份。研究结果显示：(1) 游戏式CSR共创活动的目标性、个性化、互动性对用户持续参与意愿产生正向影响。(2) 用户情感体验价值在其中起部分中介作用。(3) 媒介丰富度在CSR共创活动特性对用户情感体验价值的影响中具有负向调节作用。本研究对于丰富虚拟企业社会责任价值共创理论研究，指导企业更合理地设计CSR共创活动以提高用户粘性，以及促进我国慈善公益事业发展具有重要意义。

Abstract: In the internet era, virtual corporate social responsibility (CSR) co-creation has been widely adopted by enterprises for social responsibility initiatives, yet it commonly faces challenges of low user engagement. Integrating gamification design elements into such activities has emerged as a novel solution. However, academic research on gamified virtual CSR co-creation and its impact on users remains insufficient. This study identifies three critical design features of gamified CSR co-creation activities—goal orientation, personalization, and interactivity—and constructs a model to investigate the effects on users’ sustained intention to participate in CSR co-creation activities through empirical research. Data were collected via questionnaires from 423 users who had participated in virtual CSR co-creation activities, and statistical analysis was conducted. The findings reveal that: (1) Goal orientation, personalization, and interactivity in gamified CSR co-creation design positively influence users’ sustained participation intention. (2) Users’ emotional experience value partially mediates the effects of these design features on sustained participation intention. (3) Media richness of the hosting platform negatively moderates the relationship between the design features (goal orientation, personalization, and interactivity) and users’ emotional experience value. This study enriches theoretical research on user participation behavior in virtual CSR co-creation contexts, provides practical guidance for enterprises to design CSR activities that enhance user engagement, and contributes to the advancement of charitable and public welfare initiatives in China.