The number of individuals using peer-to-peer and access-based services through collaborative consumption platforms (CCP) has been grown dramatically for a few reasons. CCP makes consumers convenient because it enables individuals trade directly without contacting each other. Thus, CCP, a digital platform, encourages more consumers to use access-based. CCP is temporal access-based service to a good. A good is usually accessed and traded in the absence of a service provider representative through CCP, and thus, misbehavior can occur and then be diffused into other consumers. Most of CCPs are based on digital platform, which provides participants with space where they can trade. Because the interactions in CCP is usually non-face to face communication and the participants tend to have similar interests and chat with task-oriented and low socio-emotional content, they can feel submerged in a crowd and indistinguishable from others. That is, participants feel like the sense of deindividuation which means to lose all sense of individuality. When participants face misbehavior of multiple previous customers, such deindividuation makes them conform social norm that they think that others do misbehavior as well. Based on social identity theory and deindividuation, this research examines the mediating effect of deindividuation on the relationship between previous misbehavior and misbehavior and the moderating effect of the self-disclosure on the relationship between previous misbehavior and deindividuation.

Multisided platforms (e.g. eBay, Airbnb, Facebook, Apple’s iOS etc.) are marketplaces to facilitate direct interactions between two or more customer or participant groups and enable the value to customers on one side of a platform typically to increase with the number of participating customers on another side (Hagiu, 2014). Platform is a business model to have the more knowledge of its customers and become more networked (Weill & Woerner, 2015). Collaborative consumption platforms (CCPs) are marketplaces to facilitate sharing activities such as the form of renting, lending, trading, bartering and swapping of goods or services based on Möhlmann’s (2015) definition. The rise of information and communications technology (ICT) such as the internet or mobile apps enables an easy access on CCP, which facilitates peers to trade and decrease transaction costs (Möhlmann, 2015). Although CCPs can create better customer experience than traditional business model, there is asymmetric information among peers, which results in lemons. Boudreau and Hagiu (2008) suggested that platforms owners should reduce lemons problems by establishing technical standards and interfaces, rules and procedures, defining the division of tasks, providing support and documentation and sharing information as non-priced instruments. Some attempts have been made in order to demonstrate online service failure or lemons on the web (Holloway & Beatty, 2003). In the Holloway and Beatty’s study (2003), the typology of online service failures has been provided and demonstrated how online retailers could manage their online service failures effectively. The solution to reduce information problems is signaling of trust about quality such as price, adverting, and warranties (Boulding & Kirmani, 1993). Trust in CCPS is to trust in other peers within the platform to share (Möhlmann, 2015). If a CCP cannot control opportunistic behaviors of peers, the peers participating in the CCP can be harmed as well as the CCP will fail to encourage more peers to participate and thus the social value of the CCP may decrease. It is important to understand decision making process of peers in CCPs and consider the motivations to use CCPs and the contexts at the same time. Enjoyment and economic benefits have a direct impact on behavioral intention to participate in CC in the motivation model by Hamari and his colleagues (2015). We suggest the motivatio ns such as enjoyment or economic benefits can be fit by the specific signals of peers in CCPs. The consumers with different motivations to use CCPs can perceive signals for trust differen tly. The more people pursue hedonic value for CCP, the more they tend to make a decision de pending on heuristics rather than elaborate cognitive process. The more people pursue utilitar ian value for CCP, the more they tend to make a decision depending on elaborate cognitive pr ocessing. We conduct two experiments to examine the fit between motivations and signals of CCPs. The interaction effect between motivations to use CCPs and types of signals is investigated through ANOVA test. People to use CCPs for enjoyment have more usage intention when they are exposed by more reviews rather and CCP with low governance power. On the other hand, People to use CCPs for convenience have more usage intention when they are exposed by high review quality and CCP with strong governance power rather than low governance. Social marketers and public policy makers seek to spread CC for the sake of fostering sustainable consumption behavior and promoting public sharing events (Möhlmann, 2015). Sharing and collaborative consumption can be solutions against global warming, rising fuel and raw material prices, growing pollution, and other anticipatable trends (Belk, 2014). CCPs strive to make people participate to create value of their CCPs based external crosseffect by providing various signals for peers with different motivations. Thus public policy makers should foster CCPs rather than encourage people directly to participate. In addition, public policy makers should give CCPs self-regulation that can decide the types of governance and policies to reduce lemons market problems. Our research contributes to the literature on market failures in CCPs by highlighting the importance of the fit between the motivations to use CCPs and signals. Although people have motivation to participate in CC, they are not willing to participate in CCPs without trust of other peers or goods and services. Thus CCPs need to provide peers with proper signals.

Consumers often make a series of decision in which one choice follows another. Consumers' choice, however, is not always based on economic rationality. Most choice research focuses on the decision processes by which consumers choose among a set of alternatives, independent of the way they arrive at the choice (Khan & Dhar, 2006). Recent research sggests that prior decisions can also serve as a license to choose options that are inconsistent with the salient self by boosting a person’s self-concept. Specifically, self-licensing occurs when past moral behavior makes people more likely to do potentially immoral things without worrying about feeling or appearing immoral. (Merritt, Effron & Monin, 2010). This research examined the influence of licensing effect on consumer choice. In other words, the process underlying the licensing effect may be largely nonconscious. Also individuals frequently encounter self-control dilemmas in which long-term goals conflicts with temptation. Thus, an understanding of goal fulfillment processes is of substantial importance for understanding consumer behavior at the individual level. Therefore, this research is to examine the consumer response in the licensing situation and additionally, for deeply understanding of licensing effect of consumers, qualitative research approach is needed.

The importance of recycling and environmental preservation has continued to receive increasing attention from governments, enterprises, and consumers. However, little research examines the factors that influence individuals’ commitment to recycling and environmental preservation, and even less explores how that commitment can lead to preferential behavior, word-of-mouth and willingness to sacrifice for recycling and environmental preservation. This study examines the roles of need for self-expression and arousal to explain commitment and whether commitment leads to those behaviors. The study is duplicated in three countries, each representing different cultural dimensions. Data collected from respondents in South Korea, the United States and Portugal inform a model that supports the majority of the hypotheses and points out some interesting differences in the ways that recycling and environmental preservation should be presented in various cultures to achieve buy-in.