Purpose

Dashang refers to a reward given voluntarily to street performers in return for their performance. Some social media platforms have created a way to integrate this as a function, referred to as the dashang feature, to allow users to reward live performers online as well. Over the last few years, this function has become extremely popular among social media users, as it recreates the nostalgic experience of watching street performances. Platforms now consider it indispensable, as it has become a source of substantial revenue (commission on rewards earned by performers). However, not all users reward performers. For each user who pays, there are many more who lurk on the platform. This study examines the reasons for these differences using the Big Five personality perspective and justice theory.

Design/methodology/approach

We develop an empirical model using the Big Five theory and justice theory and test it using empirical data collected through a survey of WeChat users.

Findings

The results indicate that distributive justice, interpersonal justice and informational justice are essential factors in relation to social media users' use of the dashang feature. It is also found that personality type affects these three factors.

Originality/value

This study makes three key contributions. First, it examines the factors that influence users' voluntary use of the dashang feature using the lenses of the Big Five theory and justice theory. Second, this study extends previous results on perceived justice to examine use of the dashang feature in social media. Third, this study applies these theories to the study of consumer behavior by exploring the role of user characteristics in social media use.

中文翻译：

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社交媒体中的大商特征：人格与正义理论视角

目的

大商是指自愿给予街头表演者以换取他们的表现的奖励。一些社交媒体平台已经创建了一种将其集成为一项功能的方式，称为打赏功能，以允许用户也可以在线奖励现场表演者。在过去的几年里，这个功能在社交媒体用户中非常流行，因为它重现了观看街头表演的怀旧体验。平台现在认为它必不可少，因为它已成为可观收入的来源（表演者获得的奖励佣金）。但是，并非所有用户都会奖励表演者。对于每个付费的用户，平台上潜伏的人会更多。本研究使用大五人格视角和正义理论检验了这些差异的原因。

设计/方法/方法

我们使用大五理论和正义理论开发了一个经验模型，并使用通过对微信用户的调查收集的经验数据对其进行了测试。

发现

结果表明，分配公平、人际公平和信息公平是影响社交媒体用户使用打商功能的重要因素。还发现人格类型影响这三个因素。

原创性/价值

这项研究做出了三个关键贡献。首先，运用大五理论和正义理论的视角，考察了影响用户自愿使用大商功能的因素。其次，本研究扩展了先前关于感知正义的结果，以检查社交媒体中大商功能的使用。第三，本研究通过探索用户特征在社交媒体使用中的作用，将这些理论应用于消费者行为研究。