随着网络公益蓬勃发展、数字技术广泛应用和社会化媒体的兴起,企业社会责任履践向虚拟CSR共创模式演化.顾客情感契合能有效推动虚拟CSR共创高质量发展.本文基于价值共创和顾客契合理论视角,通过文献研究、探索性研究和问卷调查相结合的方法提炼虚拟CSR共创中顾客情感契合结构维度,开发和检验该量表的可靠性和有效性.研究结果表明,虚拟CSR共创中顾客情感契合是一个包含顾客感知认同感、顾客感知愉悦感和顾客感知成就感的二阶构念,其测量量表信度和效度良好.企业在虚拟CSR共创中应从顾客感知认同感、感知愉悦感和感知成就感等角度提升顾客情感契合度.
With the vigorous development of online public welfare,the wide application of digital technology,and the rise of social media,corporate social responsibility practice has evolved into a virtual CSR co-creation model.Customer emotional fit can effectively promote virtual CSR to have high-quality development.Based on the theories of value co-creation and customer fit,this paper refines the structural dimension of customer emotional fit in virtual CSR co-creation through literature research,exploratory research,and questionnaire survey,and develops and tests the reliability and effectiveness of the scale.The results show that customer emotional fit in virtual CSR co-creation is a second-order construct including customer-perceived identity,customer-perceived pleasure,and customer-perceived accomplishment,and its measurement scale has good reliability and validity.Enterprises should improve the emotional fit of customers from the perspectives of customer-perceived identity,perceived pleasure,and perceived accomplishment in virtual CSR co-creation.