Purpose While previous research has focused on consumers' willingness to engage in value co-creation, little is known about how consumer value co-creation behavior influences perceived value of corporate social innovation (CSI), particularly in virtual CSR contexts. This study examines the relationship between consumer value co-creation behavior and perceived value of CSI, and further investigates the mediating roles of self-efficacy and affective commitment, as well as the moderating role of gender. Design/methodology/approach Using Alibaba's Ant Forest as a virtual CSR example, this study employed structural equation modeling based on survey data from 387 participants, and applied the bootstrap method to test the mediating and moderating effects in the proposed model. Findings Consumer participation behavior was positively associated with the perceived economic value of CSI, whereas consumer citizenship behavior was positively associated with both the perceived economic and social value of CSI. Mediation analysis revealed that self-efficacy mediated the relationships between value co-creation behaviors and both perceived economic and social value of CSI. Affective commitment mediated the relationships between value co-creation behaviors and perceived social value of CSI only. Furthermore, gender moderated the relationship between co-creation behavior and self-efficacy, such that female participants exhibited stronger self-efficacy responses to co-creation activities. Originality/value This study advances understanding of how virtual CSR co-creation translates into perceived value of CSI by unpacking both cognitive and emotional mechanisms. By further identifying gender differences in these processes, the study provides actionable insights for managers to design more personalized and effective CSR engagement strategies in digital platforms, thereby enhancing both social impact and corporate innovation value.
Jin et al. (Tue,) studied this question.