The Impact of Secure Attachment on Internet Altruistic Behavior: From the Helper and Seeker's Perspective

Previous research on Internet altruistic behavior (IAB) has primarily focused on helpers. However, as a form of prosocial behavior embedded in online interpersonal interaction, IAB is likely shaped by characteristics of both helpers and seekers. Accordingly, the present research integrated attachment theory and social information processing models to examine how helper-related factors (secure attachment and positive empathy) and seeker-related factors (emoji symbols) influence IAB, as well as the mechanisms underlying these effects. Three studies were conducted. Study 1 used a one-factor between-subjects design to examine the effect of secure attachment on IAB. Study 2 employed an experimental causal-chain approach with three sub-studies to test the causal links among secure attachment, positive empathy, and IAB. Study 3 used a 2 (positive empathy: high vs. low) × 2 (emoji: present vs. absent) between-subjects design to examine whether seekers' emoji use moderated the relationship between helpers' positive empathy and IAB. The results showed that individuals with higher (vs. lower) secure attachment engaged in more IAB, and that positive empathy mediated the relationship between secure attachment and IAB. In addition, seekers' emoji use significantly moderated the relationship between helpers' positive empathy and IAB. Specifically, this moderation was antagonistic: the presence of emoji was associated with a weaker, rather than stronger, positive relationship between positive empathy and IAB. Nevertheless, overall levels of IAB were higher in messages containing emoji. These findings provide a more comprehensive understanding of the antecedents of IAB and offer practical implications for promoting altruistic behavior in online contexts.