Research on the Psychology Mechanism of Consumer Internet Sharing Behavior

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. Sharing is a public behavior, which is a powerful tool to combine consumers together and establish stable sensation and bonds among them. 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, which can radiate to a widen area and gain a larger synergy effect. Therefore, as an instinct behavior of human beings, sharing is a 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 moderators of internet sharing behavoir, we put forwad our hypothesis and research model and then we draw some conclusions and recommendations.