Personal-focus Values And Online Prosocial Behavior: A Moderated Mediation Model From Self-determination Perspective

Based on Self-worth Orientation Theory,the research was conducted to discuss whether Chinese people’s personal-focus values can promote online prosocial behaviors under the new era background from the perspective of the Self-determination Theory,and further explored the social psychological mechanism in it.Study 1 was a questionnaire survey with college students as the participants.This study was to preliminarily explore the relationship between personal-focus values and online prosocial behavior(N=200);Study 2 was an experimental design with college students as the participants.By manipulating online anonymous context and personal-focus values,this study tested the predictive effects of personal-focus values on online prosocial behavior intention,as well as the mediating effect of autonomy needs satisfaction and the moderating effect of online anonymous context(N=150).Study 3 was also an experimental design in which in-service social workers were included as participants.This study measured individuals’ online prosocial behavior instead of online prosocial behavior intention,and the moderated mediation in study 2 was tested again(N=143).The results showed that:(1)Personal-focus values can significantly positively predict individuals’ online prosocial behaviors;(2)Autonomy needs satisfaction plays an mediating role between personal-focus values and online prosocial behaviors.(3)Online anonymous context significantly moderates the first half of the mediating path of autonomy needs satisfaction.When someone is in the high anonymous context,personal-focus values will have a stronger predictive effective on his or her online prosocial behaviors.What’s more,high anonymous context is more conducive to the realization of one’s autonomy needs satisfaction.