The Influence of Self-Expansion and Consumer Engagement on Consumers’ Continuous Participation in Virtual Corporate Social Responsibility Co-Creation

Virtual corporate social responsibility co-creation (VCSRC) became an effective strategic tool with which enterprises can fulfill social responsibilities and retain customers. This study investigated the drivers of consumers’ continuous participation in VCSRC based on online survey data collected from 336 VCSRC participants. From a new perspective of self-expansion theory and by integrating consumer engagement (CE), we constructed a theoretical model and proposed a set of hypotheses, which were tested by using the structural equation model (SEM). Our findings show that self-expansion (experience-based expansion, competence-based expansion, and identity-based expansion) has a significant positive impact on continuous participation, with CE (conscious attention, enthusiasm, and social connection) playing a partial mediating role. Our research not only theoretically contributes to the research on VCSRC and self-expansion theory, but also inspires the operation of VCSRC projects in motivating consumers’ continuous participation.