Title: Opportunistic claiming behaviour in two-sided markets

Authors: Zhihao Chen; Wenyan Zhou

Addresses: College of Business Administration, Zhongnan University of Economics and Law, East Lake High-Tech Development Zone, Wuhan, China ' College of Economics and Laws, Technische Universität Darmstadt, Hochschulstraße 1, Darmstadt, Germany

Abstract: Consumer opportunistic behaviour has long drawn attention from both managers and scholars, but its special application to two-sided markets has been ignored. In this paper, we consider four primary factors that contribute to consumer opportunistic behaviour: individual personality (Machiavellianism); service guarantee policy; platform attitude and reference-group behaviour, following the ethical decision-making model (Ferrell and Gresham, 1985); and characteristics of two-sided markets. We obtained four findings. First, consumers with higher levels of Machiavellianism (High Machs) are more likely to engage in opportunistic claiming behaviour; second, reasonable compensation evokes a desire for unethical behaviour in consumers with lower levels of Machiavellianism (Low Machs), while reducing the likelihood of opportunistic claiming behaviour in High Machs. Moreover, platform attitude and reference group behaviour only have significant effects on Low Machs. Specifically, and third, platforms with tolerant attitudes are more likely to be confronted by opportunistic claims; fourth, a reference group's opportunistic behaviour misleads others into behaving similarly.

Keywords: opportunistic claims; claiming behaviour; opportunist behaviour; returns behaviour; service guarantee; two-sided markets; networking; consumer behaviour; consumer opportunism; individual personality; Machiavellianism; platform attitudes; reference group behaviour; ethical decision making; ethics; unethical behaviour.

DOI: 10.1504/IJNVO.2014.065090

International Journal of Networking and Virtual Organisations, 2014 Vol.14 No.1/2, pp.91 - 110

Received: 30 Nov 2013
Accepted: 26 May 2014

Published online: 29 Oct 2014 *

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