This study focused on the mechanism by which moral identity influences online altruistic behavior. Participants were 1,236 adults who had engaged in online helping behaviors. Analysis of survey data showed that moral identity had a significant positive direct effect on online altruistic behavior, and also indirectly influenced online altruistic behavior through the independent and chain mediators of empathy and self-efficacy. The study findings reveal the dual roles of empathy as an emotional driver (emotional resonance) and self-efficacy as a cognitive motivator (capability belief) of online altruistic behavior. This challenges the online demoralization hypothesis, and provides a framework for understanding the psychological mechanisms of online prosocial behavior, which may help to promote altruistic behavior online.
Xiang et al. (Wed,) studied this question.