Abstrait

The influence of helper factors on internet helping behavior: moderating effect of anonymity

Zhang Li, Tian Ye-zhuang, Xu Guang

The purpose of present study is to examine the influence of helper factors on internet helping behavior, this study is designed to construct a new theoretical model in which anonymity acts as moderator variable, and 564 people are assessed through questionnaire. The empirical result indicates: (1) there are significant positive correlations between helper factors (empathy, moral judgment, self-esteem and prior experience) and internet helping behavior; (2) anonymity has a significant moderating effect on relationship between helper factors and internet helping behavior; (3) anonymity has significant moderating effects on associations between empathy, prior experience and internet helping behavior, however it can't adjust significantly associations between moral judgment, self-esteem and internet helping behavior