PACIS 2021 Proceedings

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With the growth of business-to-consumer collaborative consumption (B2C CC), consumer misbehaviors have become an increasingly important issue that hinders the development of this market. However, research on this issue is still in its infancy and ignores consumers’ psychological mechanism that leads to consumer misbehaviors in this emerging business model. The objective of this research is thus to investigate the antecedents of consumer misbehavior in B2C CC. Drawing on self-determination theory, we developed a research model that incorporates the interplays of consumers’ perceived prosocial and economic benefits, anonymity and relationship quality when explaining consumer misbehavior. A scenario-based online experiment will be used to test the research model. Study findings are expected to contribute to the limited but steadily growing body of research on consumer misbehavior in B2C CC and provide fresh insights for the governance practice of this market.



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