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Fueling user engagement in virtual CSR co-creation with mental simulation: A cognitive appraisal perspective

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  • Zhou, Fei
  • Zhang, Na
  • Mou, Jian
  • Zhang, Qin

Abstract

This study examined the antecedents and formation processes of virtual corporate social responsibility (CSR) co-creation. Based on “cognitive appraisal theory,” the authors explored why and how mental simulation affects user intention to engage in virtual CSR co-creation. Data collected across four experiments show that mental simulation can motivate users to engage in virtual CSR co-creation and that process simulation is better than outcome simulation in improving user intention to engage in virtual CSR co-creation through the mediating effect of perceived task significance. With a closer goal distance, process simulation has a more powerful influence on perceived task significance and user engagement. Outcome simulation in close friend relationships has a stronger influence on perceived task significance and user engagement in virtual CSR co-creation. This study provides a new theoretical justification for improving virtual CSR initiatives and identifies the boundary conditions for user engagement in virtual CSR co-creation.

Suggested Citation

  • Zhou, Fei & Zhang, Na & Mou, Jian & Zhang, Qin, 2024. "Fueling user engagement in virtual CSR co-creation with mental simulation: A cognitive appraisal perspective," Journal of Business Research, Elsevier, vol. 172(C).
    • Handle: RePEc:eee:jbrese:v:172:y:2024:i:c:s014829632300797x
    DOI: 10.1016/j.jbusres.2023.114438
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