Bridging Internet Audiovisual Products Social Responsibility with User Loyalty: Processes and Context

User loyalty (UL) is the key to the economic effectiveness of internet audiovisual products, and internet audiovisual products social responsibility (IAPSR) is widely recognized as a driver of UL. In order to explore the path relationship between IAPSR and UL, this study developed a framework to study how IAPSR of three different dimensions economic responsibility (ECOR), legal responsibility (LEGR) and environmental responsibility (ENVR), affects UL, taking into account the role of user identification (UI), user trust (UT) and immersion (IMM). The data were collected from 524 internet audiovisual users in China, and the structural equation model (SEM) was used for empirical analysis using Smart PLS4 software. The results show that UI partially mediates the relationship between ECOR and UL, and completely mediates the relationship between ENVR and UL. UT partially mediates the relationship between ECOR and UL, and completely mediates the relationship between LEGR, ENVR and UL. IMM positively moderates the influence of UI on UL, and negatively moderates the influence of UT on UL.