社会规范及其冲突对网络利他行为意向的影响

The Effects of Social Norms and Norm Conflicts on Internet Altruistic Intentions

基于规范焦点理论,本研究探讨了不同情境下社会规范及其冲突对网络利他行为的影响。结果表明:(1)单一呈现社会规范时,强指令性规范和强描述性规范均可有效促进网络利他行为意向,但未见弱指令性规范和弱描述性规范对意向的显著抑制效应;(2)在双重规范冲突情境中,弱指令—强描述规范冲突和强指令—弱描述规范冲突均可显著影响网络利他行为,且效力大体一致。研究有助于拓展对规范焦点理论的理解,并为加强网络信息环境治理提供了依据。

Under the framework of the focus theory of normative conducts,two experiments were conducted to examine the effects of two types of social norms(i.e.,descriptive norms and injunctive norms)on ones’internet altruistic intentions.Particularly,we examined their effects under conditions with social norm conflict.The results showed that when being used separately,both strong injunctive norms and strong descriptive norms effectively increased one’s internet altruistic intentions;however,both weak injunctive norms and weak descriptive norms failed to significantly decease the intentions.Also,under conditions with norm conflict,both weak injunctive-strong descriptive condition and strong injunctive-weak descriptive condition could change ones’internet altruistic intentions;however,no significant differences in outcomes were found between these two conditions.These findings help deepen the understanding of the focus theory of normative conducts and provide empirical evidence for effective internet information management and the establishment of internet behavior standards.