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Frontiers: Unmasking Social Compliance Behavior During the Pandemic

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Abstract

We assess different motives underlying mask-wearing behaviors and discuss novel strategies for segmenting customers based on the motives.

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... This support can come from family recommendations or observed use by peers. Social influences are crucial as they affect how older adults think about and feel toward technology, influencing their digital engagement (Zhang S Y, et al., 2023). Despite the clear importance of these social aspects, research on leveraging this influence to promote elderly Fintech engagement is limited. ...
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Objective This study aims to investigate the elderly digital engagement (acceptance and utilization of technology), with a focus on the widespread application of financial technology: mobile banking (m-banking). Methods Guided by social influence theory, the research examines the various social dynamics that encourage elderly engagement with m-banking and the moderating effects of their digital literacy. Data was gathered online utilizing a disjunctive approach and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results The study reveals that both word-of-mouths (WOMs) and peer engagement significantly influence the elderly’s perceived usefulness of the platform, thereby influencing their m-banking engagement. Additionally, the level of digital literacy among older adults was found to impact their perceived usefulness of m-banking services. Interestingly, digital literacy among older adults negatively moderates the positive associations of WOMs and peer engagement on perceived usefulness. Discussion These insights advance our understanding of how social interactions can steer technological engagement, particularly for the silver generation with diverse levels of digital literacy. As society ages and becomes increasingly digitized, it is imperative to promote digital engagement among the elderly and foster a more inclusive digital environment.
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Human behavior can have effects on oneself and externalities on others. Mask wearing is such a behavior in the current pandemic. What motivates people to wear face masks in public when mask wearing is voluntary or not enforced? Which benefits should the policy makers rather emphasize in information campaigns—the reduced chances of getting the SARS-CoV-2 virus (benefits for oneself) or the reduced chances of transmitting the virus (benefits for others in the society)? In this paper, we link measured risk preferences and other-regarding preferences to mask wearing habits among 840 surveyed employees of two large Swiss hospitals. We find that the leading mask-wearing motivations change with age: While for older people, mask wearing habits are best explained by their self-regarding risk preferences, younger people are also motivated by other-regarding concerns. Our results are robust to different specifications including linear probability models, probit models and Lasso covariate selection models. Our findings thus allow drawing policy implications for effectively communicating public-health recommendations to frontline workers during the COVID-19 pandemic.
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Mandatory and voluntary mask policies may have yet unknown social and behavioral consequences related to the effectiveness of the measure, stigmatization, and perceived fairness. Serial cross-sectional data (April 14 to May 26, 2020) from nearly 7,000 German participants demonstrate that implementing a mandatory policy increased actual compliance despite moderate acceptance; mask wearing correlated positively with other protective behaviors. A preregistered experiment ( n = 925) further indicates that a voluntary policy would likely lead to insufficient compliance, would be perceived as less fair, and could intensify stigmatization. A mandatory policy appears to be an effective, fair, and socially responsible solution to curb transmissions of airborne viruses.
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