关键词: 敬畏感, 小我感知, 关系强度, 产品分享

Abstract: As a complex social emotion, awe includes both the positive emotion and the negative emotion. But few studies have explored the downstream effects and psychological mechanisms of two different types of awe. As a self-transcendence emotion, awe will arouse the small-self, that is, reduce self-awareness. In the era of the sharing economy, the obstacle to sharing is the strong self-awareness that consumers have built about their belongings. Therefore, this article explores how two different types of awe can affect consumers' sharing, especially with different relationships. Through two empirical tests, we have found that, relative to the control group, the sense of awe arouses the feeling of small self and significantly increases the consumers’ willingness of sharing. Also, we have found that threat-based awe which leads to self-diminishment is more conducive to promoting the sharing of weak ties; on contrary, the nonthreat-based awe which leads to feeling of vastness is more conducive to promoting the sharing of strong ties. This paper expands the research in the field of sharing which refers to sharing mechanism and sharing to weak ties.

Key words: awe, small self, e strength')">tie strength, product sharing