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首页> 外文期刊>Journal of Consumer Marketing >Puritan peers or egoistic entrepreneurs? Moral decay in lateral exchange markets
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Puritan peers or egoistic entrepreneurs? Moral decay in lateral exchange markets

机译：清教徒同行或利己主义企业家？横向交易市场的道德衰退

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Purpose - The purpose of this study is to examine the impact of LEM participation on moral identity. Lateral exchange markets (LEMs) enable ordinary people to monetize idle personal resources such as cars, homes, gadgets and skills. Despite its champions portraying actors in these exchange as moral citizens of society, recent findings suggest that egoistic motives drive participation. A salient moral identity motivates behaviors that show social sensitivity to others and enable cooperative actions. Given that platform-providing firms rely on users' cooperative behaviors to facilitate lateral exchange, understanding factors that affect moral identity can have important implications for the success of such business models. Design/methodology/approach - In this research, the authors move away from the ideological discourse behind actors' motivations, to provide a pragmatic explanation of how participation erodes moral identity. The authors apply a social cognitive framework to examine how the environment in LEMs impacts behaviors and personal factors in a recursive fashion. Findings - Across two studies, findings reveal that prolonged participation in lateral exchange diminishes the centrality of moral identity to the working self-concept. Moreover, the results show that keeping puritan peers moral has positive business outcomes. This research also discerns a boundary condition that determines when peers remain consistent with their moral compasses. Specifically, when engagement is perceived as effortful, the behavior becomes an informative input in the inference of one's moral disposition reinforcing moral identity. Originality/value - Marketers can use this research to design business models in ways that mitigate the decay of moral identity.
机译：目的-这项研究的目的是检验LEM参与对道德认同的影响。横向交易市场（LEM）使普通人能够通过闲置的个人资源（例如汽车，房屋，小工具和技能）获利。尽管其倡导者将这些交流中的演员描绘成社会的道德公民，但最近的发现表明，利己动机推动了参与。显着的道德身份会激发表现出对他人的社会敏感性并能够采取合作行动的行为。鉴于提供平台的公司依赖于用户的合作行为来促进横向交流，因此了解影响道德认同的因素可能会对此类商业模式的成功产生重要影响。设计/方法论/方法-在这项研究中，作者摆脱了演员动机背后的意识形态话语，为参与如何侵蚀道德认同提供了务实的解释。作者应用社会认知框架来研究LEM中的环境如何以递归方式影响行为和个人因素。研究结果-在两项研究中，研究结果表明，长期参与横向交流降低了道德认同对工作自我概念的重要性。此外，结果表明，保持清教徒同仁的道德具有积极的业务成果。这项研究还发现了一个边界条件，该条件确定了同龄人何时保持其道德准则。具体来说，当订婚被认为是努力的时候，该行为就成为推断道德品位增强道德认同的有益信息。原创性/价值-营销人员可以使用这项研究来设计商业模型，从而减轻道德认同的下降。

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