Altruistic and egoistic motivations to engage with contact-tracing apps: Lessons learned from the Covid-19 pandemic
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Published
11-09-2024
Isabel Buil
Sara Catalán
Elaine Wallace
Universidad de Zaragoza. Departamento de Dirección de Marketing e Investigación de Mercados. Gran Vía 2, 50005, Zaragoza, España
https://orcid.org/0000-0001-6631-8909
Sara Catalán
Universidad de Zaragoza. Departamento de Dirección de Marketing e Investigación de Mercados. Gran Vía 2, 50005, Zaragoza, España
Elaine Wallace
Maynooth University. School of Business, TSI Building Room 351, North Campus, Maynooth, Co. Kildare, Ireland
Abstract
During the Covid-19 pandemic, contact-tracing apps have offered effective help to bend the contagion curve. Thus, it is of critical importance to understand the factors that influence contact-tracing apps’ adoption among citizens. In particular, the successful adoption and usage of contact-tracing apps strongly relies on individual motives. Therefore, this study draws on the theory of altruistic and egoistic motivation for prosocial behaviours to analyse the underlying motives through which citizens engage in voluntary behaviours aimed at using and promoting the use of contact-tracing apps. The study also examines the mediating role of users’ trust in the app. Data from 221 users of Ireland’s Covid Tracker app was analysed. Structural equation modelling with PLS was used to test the research model. Findings show differences between egoistic and altruistic motivation in promoting app use and sharing. Egoistic motivation significantly promotes voluntary behaviours among citizens and users’ trust in the app mediates this influence. Yet, contrary to predictions, in the context of the pandemic, altruistic motivation does not play a significant role in engaging citizens in these voluntary behaviours, either directly or indirectly. The findings of this study are important for policy makers and may inform future policy decisions regarding the implementation of contact-tracing apps in the case of new pandemics or for other contexts requiring cooperative daily check-in.
How to Cite
Buil, I., Catalán, S., & Wallace, E. (2024). Altruistic and egoistic motivations to engage with contact-tracing apps: Lessons learned from the Covid-19 pandemic. Cuadernos De Gestión, 24(2), 7–20. https://doi.org/10.5295/cdg.232047sc
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Keywords
Contact-tracing, Covid-19, Altruistic motivation, Egoistic motivation, Prosocial behaviour
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