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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/150985


    Title: Altruism and social utility in consumer sharing behavior
    Authors: 史蘭亭
    Say, Alicia L.;Guo, Ruey-Shan A.;Chen, Chialin
    Contributors: 應用經濟學程
    Date: 2021-06
    Issue Date: 2024-04-29 14:18:30 (UTC+8)
    Abstract: 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.
    Relation: Journal of Consumer Behavior, Vol.20, No.6, pp.1562-1574
    Data Type: article
    DOI 連結: https://doi.org/10.1002/cb.1967
    DOI: 10.1002/cb.1967
    Appears in Collections:[應用經濟與社會發展英語碩士學位學程 (IMES)] 期刊論文

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