Communal and exchange relationships and the effects of norms on internet participation

Su-Houn Liu1, Hsiu-Li Liao1, Yu-Hsieh Sung2, Qi-Dong Peng1
1Department of Information Management, Chung Yuan Christian University, Taiwan
2Deputy Minister, Research, Development, and Evaluation Commission of the Executive Yuan, Taiwan, ROC
Cite this article:  Liu, S., Liao, H., Sung, Y., & Peng, Q. (2012). Communal and exchange relationships and the effects of norms on internet participation. Social Behavior and Personality: An international journal, 40, 993-1004.

Volume 40 Issue 6 | e2732 | Published: July 2012 | DOI: https://doi.org/10.2224/sbp.2012.40.6.993

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In recent years, there has been a significant rise in the popularity of Web 2.0 applications. Our purpose was to examine the behaviors of Internet users. Voluntary participants (N = 691) were recruited through banners posted on a leading commercial website in Taiwan and were randomly allocated to 7 groups. The between-participants experimental design included 3 forms of payment crossed with 2 levels of payment, and a control condition with no payment. We found that behaviors on the Internet are linked to norms that are followed according to communal or exchange relationships during participation. Therefore, the distinction of communal and exchange relationships can be important in understanding user behaviors on the Internet.

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