Case Study of Ant Forest from the Perspective of Virtual CSR Co-creation

Abstract

With the development of economy and society, the situation of "Internet +" in all walks of life is booming, and CSR has also developed from a traditional offline model to a combination of online and offline models. This use of social media for value co-creation is called virtual value co-creation. China's Alipay platform launched a public welfare activity "Ant Forest" is an example of virtual value co-creation. Behind this seemingly simple activity is complex value co-creation behavior. This article takes the ant forest as an example, guided by the theory of value co-creation, and takes the post-90s as the research object to explore the motivation of users to participate in virtual value co-creation.