Sung Hun Bae, Joonheui Bae and Seonggeun Jo
This research aims to examine some nudges for creating psychological ownership in order to reduce misbehaviors, consequently encouraging subsequent users to demonstrate…
Abstract
Purpose
This research aims to examine some nudges for creating psychological ownership in order to reduce misbehaviors, consequently encouraging subsequent users to demonstrate stewardship behaviors.
Design/methodology/approach
This research examined the sentiment of tweets (Study 1) to explore user experience and conducted two experiments (Studies 2 and 3) to test the hypotheses.
Findings
The misbehavior of the previous user in relation to the subsequent user's stewardship behavior was moderated by nudges based on self-investment and local identity. Perceived responsibility mediated the relationship between misbehavior and stewardship behavior as a result of nudges.
Originality/value
The findings of this study provide a framework for the transition from misbehavior to stewardship behavior in PMVs.