【公开学术报告】​How Does Global–Local Identity Affect Consumer Willingness to Share? ​How Does Global–Local Identity Affect Consumer Willingness to Share? Investigating the Role of Openness Mindset

Guest Speaker:        Dr. Xiaodong Nie (The University of Texas at Arlington)

Time/Date:              9:30 am Friday, Dec. 25, 2020 (Beijing Time)

Length:                     1.5 hours

Meeting ID:           68821716787

Password:               437314

Click Link:                https://zoom.com.cn/j/68821716787.

ABSTRACT

Given the increasing importance of the global sharing economy, consumers face the decision as to whether to choose a sharing option versus an owning option. However, our understanding of how consumers’ global–local identity may influence their willingness to share is rather limited. We fill this knowledge gap by proposing that consumers high in global identity (“globals”) are more willing to share than those high in local identity (“locals”). Such effects are mediated by consumers’ openness mindset. Consistent with the “openness mindset” account, we find that when the desire for openness is enhanced by a contextual cue, locals’ willingness to share is elevated, whereas globals’ willingness to share is unaffected. However, when the desire for openness is suppressed by a contextual cue, globals’ willingness to share is reduced, whereas locals’ willingness to share is unaffected. Consumers’ traveler–settler orientation and traveling–settling needs are theoretically related to the relationship between global–local identity and willingness to share. Theoretical and managerial implications are discussed.