Purpose

With the rise of social media, online tipping has developed markedly in recent years. Drawing on emotional accounting, this research examined the effects of pride-tagged money (PTM) and surprise-tagged money (STM) on online tipping. It examined the mediating role of self-inflation and the moderating role of the perceived importance of money in the proposed relationship.

Design/methodology/approach

Five experimental studies were conducted to test the hypotheses using ANOVA, SmartPLS3 and bootstrap analyses.

Findings

The results reveal that pride-tagged (vs surprise-tagged) money leads to higher self-inflation, which leads to an increased willingness to engage in online tipping. It illustrates that when the perceived importance of money is low, PTM results in a higher willingness to engage in online tipping than STM. However, when the perceived importance of money is high, the effect of PTM (vs STM) on the willingness to conduct online tipping is attenuated, and no significant difference exists in the willingness to engage in online tipping between people with PTM and those with STM. In addition, it shows that PTM (vs STM) leads to a higher amount of online tipping, and self-inflation mediates the proposed relationship.

Practical implications

Practically, web-based marketing managers should design programs (e.g. content that encourages users to feel pride in their achievements) that cause users to emotionally tag their money with pride as a means of increasing their willingness to engage in online tipping and to increase the amount of such tipping.

Originality/value

To the best of the authors’ knowledge, this study provides the first evidence of how different sources of money influence online tipping.

中文翻译：

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带有傲慢标记的钱和带有意外标记的钱对在线小费的影响

目的

随着社交媒体的兴起，近年来，网上小费有了显着的发展。这项研究利用情感核算，研究了带有自尊标签的金钱（PTM）和带有突击标签的金钱（STM）对在线小费的影响。它研究了自我通货膨胀的中介作用以及在所提议的关系中感知到的金钱重要性的调节作用。

设计/方法/方法

进行了五项实验研究，以使用ANOVA，SmartPLS3和自举分析来检验假设。

发现

结果表明，带有骄傲标签（相对于带有惊奇标签）的金钱导致更高的自我通货膨胀，从而导致人们增加了在线小费的意愿。它说明，当人们认为金钱的重要性较低时，PTM会比STM带来更高的参与在线小费的意愿。但是，当人们认为金钱的重要性很高时，PTM（相对于STM）对进行在线小费的意愿的影响就会减弱，并且PTM人群和STM人群之间的在线小费意愿不存在显着差异。 。此外，它表明PTM（相对于STM）导致大量的在线小费，而自我通货膨胀介导了所建议的关系。

实际影响

实际上，基于网络的营销经理应该设计程序（例如，鼓励用户为自己的成就感到自豪的内容），使用户以自豪感来打动他们的钱，以此增加他们参与在线小费和增加交易金额的意愿。这样的小费。

创意/价值

据作者所知，该研究提供了不同货币来源如何影响在线小费的第一个证据。