Why Consumers Like Sharing on the Internet?

摘要

This paper examines internet sharing behavior. Sharing is a kind of reciprocal prosocial behavior, which can help consumers to cooperate with each other and reduce the transaction costs during the consumption process. With the innovation and development of Internet technology, and also with more and more consumers like to participate in product or service and production with their increasing ability, it becomes much more convenient to share on the Internet. Therefore, as an instinct behavior of human beings, sharing is an old and hot topic in consumption field, which has a valuable theoretical and practical meaning, especially in internet marketing field. In this study we examine the antecedents and outcome of internet sharing behavior, we put forward our hypothesis and research model and then we draw some conclusions and recommendations.