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The predictors of users’ satisfaction in an anonymous environment: the role of the negative true self

Author

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  • Chuan Hu
  • Sameer Kumar
  • Jiao Huang
  • Kurunathan Ratnavelu

Abstract

The anonymity of cyberspace enables people to express themselves more freely than in the physical world. Thus, when interacting with others online, some people choose to reconstruct a virtual identity that is partly or even totally different from their physical identity. Using the advanced self-discrepancy theory and the framework of psychological well-being, the current study theoretically modelled the expression of three domains of the self (the ought self, the ideal self and the negative true self) that affects the fulfilment of autonomy and self-acceptance, further influencing people’s overall satisfaction in an anonymous online environment. The data (n = 837) were collected from QQ, an anonymous social networking platform from China. The results suggested that virtual identity reconstruction in the online world was significantly associated with the fulfilment of autonomy and self-acceptance. Additionally, autonomy and self-acceptance played important roles in shaping user satisfaction.

Suggested Citation

  • Chuan Hu & Sameer Kumar & Jiao Huang & Kurunathan Ratnavelu, 2020. "The predictors of users’ satisfaction in an anonymous environment: the role of the negative true self," Behaviour and Information Technology, Taylor & Francis Journals, vol. 39(2), pages 213-225, February.
    • Handle: RePEc:taf:tbitxx:v:39:y:2020:i:2:p:213-225
    DOI: 10.1080/0144929X.2019.1597165
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