Research on the Impact Mechanism of product-identity link on Shared Consumption Misbehavior
DOI:
https://doi.org/10.54691/bcpbm.v18i.543Keywords:
Product-identity link, Shared consumption misbehavior, Psychological ownershipAbstract
In shared consumption, the anonymity of products, consumers do not have the legal ownership of shared products, and the "quasi-public product" attributes of shared products can easily induce misbehavior in shared consumption. Observation and research have found that product-identity link can affect the occurrence of misbehavior in shared consumption. After three experiments, this study found that: (1) product-identity link can effectively alleviate the occurrence of shared consumption misbehavior; (2) psychological ownership plays a role in the influence of product-identity link on shared consumption misbehavior Intermediary effect; (3) The moderating effect of social value orientation on psychological ownership affecting consumers' unethical behavior. The research conclusion not only has important theoretical significance for deepening product-identity link, shared consumption misbehavior, and psychological ownership, but also has important management enlightenment and practical significance for enterprises to alleviate shared consumption misbehavior.
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