Exploring the Outcomes of Customer Engagement in DSR: The Role of Affective Commitment and Gamification Affordance

Embedding gamified charity into digital social responsibility (DSR) programs has stimulated customers to behave in prosocial and pro-environment ways daily life. Prior studies on customer outcomes of corporate (CSR) have yielded fragmented findings an offline environment. To reap the maximum returns DSR, this study deconstructs sustainable engagement DSR external outcomes, including citizenship behavior, internal such as customers’ intention continue. Moreover, examined role affective commitment gamification affordance within a single framework response DSR. The empirical carried out prove that underlying psychological mechanisms between various are mediated by moderated affordance. This contributes stream proposing theoretical clearly understand boundary conditions influencing