Factors that Influence Sharing Behaviors in Sharing Economy Based on the Theory of Social Capital and Social Exchange: Example of TaiwanBased USPACE Sharing economy has been a phenomenon in many countries for years owing to a number of factors such as the economic recession which contributes to a pervasive thinking of renting over buying. This paper examines the sharing behavior in sharing economy based on social capital theory and social exchange theory, and looks at the example of USPACE, a startup company providing shared parking services in metropolis, Taiwan. The research covers the urban areas in Taipei and Kaohsiung and collects data of USPACE users. A total of 160 copies of questionnaire have been distributed and 151 valid copies returned, a valid response rate of 94.4%. The Partial Least Squares (PLS) has been used for empirical analysis. The findings show that trust and identification will significantly affect the intention to share, so will extrinsic rewards and the enjoyment in helping others, while norms and reciprocity do not have significant impacts on the sharing intention. The results not only extend the application of social capital and social exchange theory, but also provide directions for future studies from sharing economyu0027s perspective of various industries.

Social influence tactics in ecommerce onboarding: The role of social proof and reciprocity in affecting user registrations Abstract   Given the increasing competition to attract new customers, ecommerce providers (i.e., etailers) are being urged to optimize their website onboarding journeys. Design mechanisms employing social influence tactics seem to be promising avenues to effectively improve user onboarding experiences. Specifically, two social influence tacticsxe2x80x94namely, reciprocity and social proofxe2x80x94are widely used in practice to reliably enhance user registrations. Yet, researchers have only tentatively examined how these combined tactics affect user onboarding behavior. While combining both tactics may hold synergistic potential, it may also be counterproductive, as too much social influence may backfire. We address this research gap by investigating the distinct and joint effects of reciprocity and social proof on user registration behavior. Drawing on two forms of reciprocity (i.e., utility and monetarybased reciprocity), we conduct an online experiment (Nxe2x80xafxe2x80xaf249) and a related randomized field experiment (Nxe2x80xafxe2x80xaf475,495) to compare both reciprocity variants in combination with social proof and investigate their efficacy for actual user onboarding decisions (i.e., user registrations). Our results show that both social influence tactics and both reciprocity variants have positive effects on usersu0027 registration behavior if applied individually. However, when both tactics are employed together, the effect of reciprocity is moderated by social proof such that social proof nullifies the effect of monetarybased reciprocity whereas it amplifies the effect of utilitybased reciprocity. Our study thereby contributes to a more advanced understanding of the interactive relationship between reciprocity and social proof and their joint effect on user onboarding decisions.