Diffusion of moral behavior on a collaborative consumption platform: Dual mechanisms of deindividuation and self-presentation
Joonheui Bae and
Kyung Hoon Kim
Journal of Global Scholars of Marketing Science, 2023, vol. 33, issue 2, 167-185
Abstract:
Although collaborative consumption platforms (CCPs) have achieved rapid growth, the increase in misbehavior on CCPs has made users hesitant to participate. This study examines how previous moral behavior influences subsequent moral behavior and how deindividuation and self-disclosure, as psychological mechanisms, influence subsequent moral behavior. To test the hypotheses, this study conducted two experiments. Data were analyzed using logistic regression analysis. The results show that the previous user’s misbehavior (or good behavior) positively affects the subsequent user’s misbehavior (or good behavior). Furthermore, without self-disclosure, deindividuation mediates the effect of the previous user’s misbehavior on the subsequent user’s misbehavior. Conversely, when there is self-disclosure, self-presentation mediates the effect of the previous user’s good behavior on the subsequent user’s good behavior. The study provides a diffusion model of moral behavior on CCPs through a dual mechanism of deindividuation and self-presentation while considering self-disclosure as a nudge.
Date: 2023
References: Add references at CitEc
Citations: View citations in EconPapers (1)
Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2023.2175708 (text/html)
Access to full text is restricted to subscribers.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:33:y:2023:i:2:p:167-185
Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20
DOI: 10.1080/21639159.2023.2175708
Access Statistics for this article
Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park
More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().