How Perceived CSR Drives Customer Value Co-Creation in E-Commerce: Examining the Moderating Effect of Gender and the Mediating Effect of Satisfaction

Purpose Customer value co-creation (CVCC) intention has been shown to foster favorable consumer attitudes towards businesses, thereby promoting positive consumer behavior. However, research on the application of this phenomenon in the e-commerce domain remains limited. Grounded in social exchange and social identity theories, this study investigates the mediating role of satisfaction in the relationship between perceived corporate social responsibility (CSR) and CVCC intention, as well as the moderating effect of gender on this mediation within the e-commerce context. Design/methodology/approach A cross-sectional survey was conducted using non-probability convenience sampling, involving 309 students from Keimyung University in Korea. Confirmatory factor analysis was performed using SPSS-AMOS, and the proposed hypotheses were tested through SPSS PROCESS Model 7. Findings The findings of this study indicate that satisfaction partially mediates the relationship between perceived CSR and CVCC intention. Additionally, this mediation is moderated by gender, with the effect of perceived CSR on CVCC intention through satisfaction being stronger for female participants than for male participants. Originality/value This study extends social exchange and social identity theories to the e-commerce domain by elucidating the mechanisms through which CSR influences CVCC intention. It highlights the pivotal role of satisfaction in linking CSR with CVCC intention and emphasizes the moderating influence of gender. Practical recommendations are provided for e-commerce businesses to enhance the effectiveness of their CSR initiatives in fostering consumer engagement.