Research on the Influence Mechanism of Platform Corporate Social Responsibility on Customer Extra-Role Behavior

Abstract

Platform enterprises, which are growing in both quantity and scale, have been inseparable from modern life. In China, the laws specific to platform enterprises fall behind their ever-changing business model. Hence, it is an urgent requirement that platform enterprises undertake their social responsibilities, which will influence consumer extra-role behaviors besides bringing reputation advantages to the enterprises. Based on the motivation theory and social exchange theory, this paper divides corporate social responsibility (CSR) into business ethical responsibility and public welfare responsibility using the CSR division method proposed by McWilliams and Siegel, puts forward self-moral restraint as the proxy variable for business ethical responsibility and explains the relationship between CSR and customer extra-role behavior. It is found that customer extra-role behavior is positively influenced by platform enterprises’ social responsibility. The perception of interest consensus exerts a positive influence on extra-role behavior, so does the perception of service identity. The public welfare responsibility is positively influenced by business ethical responsibility.

Impacts of digital technology innovation for social responsibility of platform enterprises on shareholder value

“…Digital platforms provide various technical tools and means that have helped increase market transparency, widen the trading channels for bilateral users, and improve resource utilization and exchange efficiency (Liu et al. , 2021a, b).…”

“…, 2023; Liu et al. , 2021a, b; Chen et al. , 2023), but there is a lack of research from the perspective of overall platform social responsibility.…”

The Responsibilities for Online Platforms to Undertake: Cooperative, Legal, and Corporate Social Responsibilities

“…and emphasizes the self-moral constraints of enterprises. Platform enterprises are obliged to have a sense of social responsibility (Liu et al, 2021). By assuming social responsibility, platform enterprises can obtain long-term value, which is usually translated into the external advantages of the enterprise (Liu et al, 2021).…”

“…Platform enterprises are obliged to have a sense of social responsibility (Liu et al, 2021). By assuming social responsibility, platform enterprises can obtain long-term value, which is usually translated into the external advantages of the enterprise (Liu et al, 2021). The example of Facebook entering Myanmar fully illustrates that the platform's failure to undertake corporate social responsibility is inclined to trigger devastating outcomes and negative impacts on the platform itself.…”

“…Similarly, Suzor et al (2018) define content platforms, including search engines and social media platforms, as the intermediaries that bring together or facilitate transactions between third parties on the Internet. It has to be admitted that these intermediaries, which are expanding both in number and scale, have become indispensable elements in modern life (Liu et al, 2021), and they play a crucial role in realizing important public values and policy goals (Helberger et al, 2018). With the growth of these platforms, what responsibilities they should undertake for the content shared on them has become the focus of debate and research among scholars (Helberger et al, 2018).…”