1. NCCU Academic Hub
  2. 學術產出
  3. 社會科學學院
  4. 期刊論文
  5. Item

學術產出-期刊論文

文章檢視/開啟

書目匯出

Google ScholarTM

政大圖書館

引文資訊

TAIR相關學術產出

題名 Altruism and social utility in consumer sharing behavior
作者 史蘭亭
Say, Alicia L.;Guo, Ruey-Shan A.;Chen, Chialin
貢獻者 應用經濟學程
日期 2021-06
上傳時間 29-四月-2024 14:18:30 (UTC+8)
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.
關聯 Journal of Consumer Behavior, Vol.20, No.6, pp.1562-1574
資料類型 article
DOI https://doi.org/10.1002/cb.1967
dc.contributor 應用經濟學程
dc.creator (作者) 史蘭亭
dc.creator (作者) Say, Alicia L.;Guo, Ruey-Shan A.;Chen, Chialin
dc.date (日期) 2021-06
dc.date.accessioned 29-四月-2024 14:18:30 (UTC+8)-
dc.date.available 29-四月-2024 14:18:30 (UTC+8)-
dc.date.issued (上傳時間) 29-四月-2024 14:18:30 (UTC+8)-
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/150985-
dc.description.abstract (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.
dc.format.extent 95 bytes-
dc.format.mimetype text/html-
dc.relation (關聯) Journal of Consumer Behavior, Vol.20, No.6, pp.1562-1574
dc.title (題名) Altruism and social utility in consumer sharing behavior
dc.type (資料類型) article
dc.identifier.doi (DOI) 10.1002/cb.1967
dc.doi.uri (DOI) https://doi.org/10.1002/cb.1967