Fueling user engagement in virtual CSR co-creation with mental simulation: A cognitive appraisal perspective

This study examined the antecedents and formation processes of virtual corporate social responsibility (CSR) cocreation. Based on "cognitive appraisal theory," the authors explored why and how mental simulation affects user intention to engage in virtual CSR co-creation. Data collected across four experiments show that mental simulation can motivate users to engage in virtual CSR co-creation and that process simulation is better than outcome simulation in improving user intention to engage in virtual CSR co-creation through the mediating effect of perceived task significance. With a closer goal distance, process simulation has a more powerful influence on perceived task significance and user engagement. Outcome simulation in close friend relationships has a stronger influence on perceived task significance and user engagement in virtual CSR co-creation. This study provides a new theoretical justification for improving virtual CSR initiatives and identifies the boundary conditions for user engagement in virtual CSR co-creation.