Online disinhibition is not a master key: an examination of online disinhibition mechanisms

Purpose This study aims to empirically examine how online disinhibition influences individuals’ behavior on the Internet based on the motivation-based online disinhibition model, a refinement of Suler’s (2004) online disinhibition theory. This model suggests that individuals’ behaviors are influenced by motivational factors, with online disinhibition moderating this process. Design/methodology/approach We observed how individuals expressed their attitudes by clicking “Like” when reading a fictional thread with multiple replies. In Study 1a, participants were shown two types of replies in a thread: inflammatory and normal posts. In Study 1b, we followed up with the participants from Study 1a by asking them how sensational and annoying they perceived each post. In Study 2, we examined whether participants clicked “Like” on a post that contained extreme language. Findings In Study 1a, the influence of online disinhibition on Like-clicking did not significantly differ across post types. In Study 1 b, when participants perceived posts as sensational or annoying, they were more likely to click “Like” if they experienced high levels of online disinhibition. For posts that were neither sensational nor annoying, online disinhibition did not affect the likelihood of clicking “Like.” In Study 2, although online disinhibition was significantly correlated with Like-clicking on the extreme post, this effect was not observed among participants who held a negative attitude toward the extreme post. Originality/value This study rigorously examined the causal relationships among motivational factors, online disinhibition and behaviors, challenging previously overgeneralized explanations of online disinhibition theory regarding online behaviors.