Social Justice Theory Essay

Recently，social media have become more and more popular and draw not only companies attention and participation but also researchers to investigate the mechanism and motivation behind it (Rishika and Kumar 2013). The vital value in social media is to allow users to create and share information through user-generated content (UGC) within online social networks (Tang et al. 2012). Many social media develop various functions to become attractive platforms to users, especially content creators (Dallas et al. 2012). In order to encourage UGC, some social media in China provide a new function—dashang—that allows user or the audience to give monetary or non-monetary rewards to content creators voluntary based on the knowledge and service provided …show more content…
(2016)’s research. This study draws upon justice theory to examine the influence of four demission of perceived justice on dashang intention, and then impact on actual dashang behavior. In addition, we investigate the difference between users by applying the big five theory, which helps empirically explore the distinction of different users’ perception of justice that such justice are effect their dashang behavior. Moreover, the combination of the justice theory and big five theory can provide us a better understanding of which type of users have higher level perceived justice to predict social media dashang …show more content…
Although dashang behavior as a new user behavior has become popular on social media, little researches have been investigated in understanding the factors that influence this new user behavior. This study explores dashang behavior by integrating big-five theory and justice theory, which help us understand the characteristics of users about dashang behavior. Second, we investigate four dimensions of perceived justice that influence users dashang behavior, specifically, from personality perspective, which few researches investigate the relationship between different personalities and help behavior in IS literature. Hence, according to big five theory, this study inquiry how personality influence four dimension of perceived justice, and then impact dashang