A Relational‐Models View to Explain Peer‐to‐Peer Sharing
研究共享平台成员如何感知彼此关系（共有共享、市场定价、平等匹配）影响亲社会行为和持续参与意愿，发现共有共享和平等匹配有促进作用，而市场定价未产生预期的负面效果。
Abstract The growth of peer‐to‐peer sharing is crucially dependent on continued participation of current platform members and on them behaving prosocially towards other participants who are usually strangers. We propose a relational‐models view that revolves around the idea that how members perceive the relationships among participants on a sharing platform significantly affects these behavioural outcomes. We test this idea with a survey where we capture participants’ perceptions of sharing relationships using Fiske’s (1991) relational models ‒ communal sharing, market pricing, and equality matching. We show that communal sharing and equality matching foster prosocial behaviour (which we label sharing citizenship behaviour) and the willingness to continue participating, whereas market pricing does not have the negative effects we expected. Our work advances relational models theory in addition to contributing to the literature on the sharing economy.