The Motivation Behind Participation in Virtual CSR Co-Creation by Chinese Post-90s: A Case Study of Ant Forest

抄録

With the development of economy and society, the utilization of the Internet in all walks of life is booming, and corporate social responsibility (CSR) has also evolved from a traditional offline model to a combination of online and offline models. The 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, which is an example of virtual value co-creation. Behind this seemingly simple activity is a complex value co-creation behavior. This article considers Ant Forest as an example, guided by the theory of value co-creation, and selects the post-90s as the research object to explore the motivation of users to participate in virtual value co-creation.