https://scholars.lib.ntu.edu.tw/handle/123456789/607938
標題: | Altruism and social utility in consumer sharing behavior | 作者: | Say A.L Guo R.-S.A CHIA-LIN CHEN RUEY-SHAN GUO |
公開日期: | 2021 | 卷: | 20 | 期: | 6 | 起(迄)頁: | 1562-1574 | 來源出版物: | Journal of Consumer Behaviour | 摘要: | Previous studies on consumer behavior in the sharing economy mainly focused on users' utilitarian benefits in market-mediated exchange businesses and the social benefits of not-for-profit sharing practices. In particular, existing research on market-mediated exchange indicates that the effect of personal utility outweighs altruistic and pro-social values in consumers' sharing behavior; social utility factors, such as sustainability and benefits for the community, do not play significant roles in consumers' participation in for-profit sharing businesses. Theoretically, this study complements previous studies on consumer behavior in the sharing economy with the social exchange theory (SET). It is important because it fills the research gap by proposing the effects of consumers' altruistic traits, interpersonal relationships, and pro-social concerns on the commercial shared-ride service. We conducted two empirical studies in the contexts of Uber in Taiwan and Didi in Mainland China. The results show a significant effect of altruism and social utility on consumers' sharing participation in market-mediated exchange. Practically, this study highlights the significance of socio-cultural contexts and psychological mechanisms to sharing-platform operators. Efforts to promote consumers' altruism and concerns for sustainability and others' benefits will encourage the consumers' involvement. Our results also reveal the cultural differences between Taiwanese and Chinese consumers' sharing adoption. ? 2021 John Wiley & Sons Ltd. |
URI: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85108910785&doi=10.1002%2fcb.1967&partnerID=40&md5=694993a0f37556b338411e4e4190c4bf https://scholars.lib.ntu.edu.tw/handle/123456789/607938 |
ISSN: | 14720817 | DOI: | 10.1002/cb.1967 |
顯示於: | 工商管理學系 |
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