1. Does Consciousness of Social Face Matter? Understanding Sharing Behavior Towards Online Charitable Crowdfunding Information.
- Author
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Wu Li, Yujie Dong, Zehang Xie, Qi Yao, and Yu Tian
- Subjects
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SOCIAL consciousness , *IMPRESSION management , *ALTRUISM , *PROSOCIAL behavior , *CONCEPTUAL models - Abstract
Information-sharing behavior constitutes one of the key elements for the success of online charitable crowdfunding (OCC) projects, but it has received relatively limited academic attention so far. From a relational perspective, this study proposed a conceptual model to better understand the relationship between consciousness of social face, two types of impression management motivations, OCC informationsharing behavior, and perceived relational value. An online survey was conducted among 1,166 Internet users in China (47.2% were male; 70.8% fell within the age group of 18-35 years old). The finding showed that consciousness of social face was positively associated with information-sharing behavior through the positive mediation of promotion-focused impression management motivation and the negative mediation of prevention-focused impression management motivation. Furthermore, informationsharing behavior was positively associated with perceived relational value. This study sheds light on the impact of social face consciousness on prosocial information-sharing behavior through impression management motivations and offers practical implications concerning how to promote individuals' OCC information sharing behavior on social media. [ABSTRACT FROM AUTHOR]
- Published
- 2024
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