JACIII Vol.26 No.4 pp. 549-554
doi: 10.20965/jaciii.2022.p0549


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

Huihui Cheng* and Yukio Kodono**,†

*Graduate School of Commerce, Kindai University
3-4-1 Kowakae, Higashiosaka City, Osaka 577-8502, Japan

**Faculty of Business Administration, Kindai University
3-4-1 Kowakae, Higashiosaka City, Osaka 577-8502, Japan

Corresponding author

February 14, 2022
March 31, 2022
July 20, 2022
virtual CSR co-creation, Ant Forest, motivation, brand attitude

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.

Actual screen of Ant Forest

Actual screen of Ant Forest

Cite this article as:
H. Cheng and Y. Kodono, “The Motivation Behind Participation in Virtual CSR Co-Creation by Chinese Post-90s: A Case Study of Ant Forest,” J. Adv. Comput. Intell. Intell. Inform., Vol.26 No.4, pp. 549-554, 2022.
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Last updated on Jun. 03, 2024