Thedashangfeature in social media: a personality and justice theory perspective
本研究基于大五人格理论和公正理论，通过微信用户调查数据，分析了影响用户使用社交媒体打赏功能的因素，发现分配公正、人际公正和信息公正是关键，且人格类型影响这些因素。
Purpose Dashang refers to a reward given voluntarily to street performers in return for their performance. Some social media platforms have created a way to integrate this as a function, referred to as the dashang feature, to allow users to reward live performers online as well. Over the last few years, this function has become extremely popular among social media users, as it recreates the nostalgic experience of watching street performances. Platforms now consider it indispensable, as it has become a source of substantial revenue (commission on rewards earned by performers). However, not all users reward performers. For each user who pays, there are many more who lurk on the platform. This study examines the reasons for these differences using the Big Five personality perspective and justice theory. Design/methodology/approach We develop an empirical model using the Big Five theory and justice theory and test it using empirical data collected through a survey of WeChat users. Findings The results indicate that distributive justice, interpersonal justice and informational justice are essential factors in relation to social media users' use of the dashang feature. It is also found that personality type affects these three factors. Originality/value This study makes three key contributions. First, it examines the factors that influence users' voluntary use of the dashang feature using the lenses of the Big Five theory and justice theory. Second, this study extends previous results on perceived justice to examine use of the dashang feature in social media. Third, this study applies these theories to the study of consumer behavior by exploring the role of user characteristics in social media use.