WeChat provides clues for why people 'pay it forward'
US and Chinese researchers examine gift-gifting behavior of millions of app users
WeChat, the app that does everything
Digital red packets can even offer more fun than their paper forebearers. Instead of sending just one red packet to each friend, you can also create one giant red packet for sharing among members of a group chat. The system randomly splits the money and assigns varying amounts to the recipients. The results are public as each person opens the red packet, so all group members can see who got what.
The rate was even higher for the luckiest recipients. Those who received the highest amount in each draw were 1.5 times more likely to pay it forward than other recipients.
Part of this might have to do with social pressure. Researchers found that it’s the norm for the luckiest recipient to send out the first subsequent red packet.
Researchers suggest it could be that people simply prefer a more equal distribution, prompting luckier recipients to dispense some of their good fortune.
The researchers also admitted there are limitations to this experiment. It only focuses on one particular cultural group -- Chinese -- using a unique app feature that’s missing on major Western social platforms. And some questions remain. What would happen if the users were anonymous and didn't know how much others received?
The hope is that when we have better answers, they will give us more clues as to how to foster generosity in real life. After all, social experiments encouraging acts of kindness don’t always work.
For more insights into China tech, sign up for our tech newsletters, subscribe to our Inside China Tech podcast, and download the comprehensive 2019 China Internet Report. Also roam China Tech City, an award-winning interactive digital map at our sister site Abacus.