The Double‐Edged Sword Effect of Virtual Corporate Social Responsibility Co‐Creation Interactivity on User Stickiness

ABSTRACT Driven by digital transformation, the practice logic of corporate social responsibility (CSR) has undergone a revolutionary shift, with virtual CSR co‐creation becoming a hot topic in both industry and academia. However, existing research lacks analysis on the interactive characteristics of virtual CSR co‐creation and their subsequent effects. Based on the conservation of resources theory, this paper constructs a dual‐path model of how virtual CSR co‐creation interactivity affects user stickiness. The results show that virtual CSR co‐creation interactivity has a double‐edged sword effect on user stickiness. The human‐system interaction and human‐human interaction of virtual CSR co‐creation can positively affect user stickiness by enhancing users' perceived benefits, but they can also negatively affect user stickiness by exacerbating users' privacy concerns, with the effect of human‐system interaction being more pronounced. At the same time, the customizability of virtual CSR co‐creation can not only strengthen the positive effect of human‐system interaction and human‐human interaction on users' perceived benefits but also mitigate their negative impact on users' privacy concerns. Moreover, except for the insignificant moderating effect of customizability on the mediating effect of perceived benefits between human‐human interaction and user stickiness, its moderating effect on other mediating paths is significant. This paper provides theoretical guidance and practical insights for enterprises to enhance user stickiness through virtual CSR co‐creation activities.