道德推脱视角下网民主观规范与网络集群行为的关系

Relationship between internet users’ subjective norms and network cluster behavior in the perspective of morality disengagement

目的:基于合理行为理论,探讨网民主观规范、道德推脱与网络集群行为之间的关系。方法:采用问卷调查法对1400名网民进行调查,使用相关分析、回归分析和交互分析。结果:网络集群行为与主观规范呈显著正相关(r=0.604,P<0.01);网络集群行为与道德推脱呈显著负相关(r=-0.082,P<0.01);道德推脱在主观规范和网络集群行为中起负向调节作用(t=-0.110,P<0.01)。结论:网民主观规范能显著影响网络集群行为,控制网民道德推脱水平能减少主观规范对网络集群行为的影响。

Objective:To explore the relationship among internet users’ subjective norms,moral deduction and network cluster behavior basing on the theory of rational behavior.Methods:A total of 1400 netizens were investigated by questionnaire and the correlation analysis,regression analysis and interaction analysis were used.Results:There was a significantly positive correlation between the behavior of network clusters and subjective norms(r=0.604,P<0.01).There was a significantly negative correlation between the behavior of network cluster and moral deduction(r=-0.082,P<0.01).Moral deduction played a negative regulatory role in subjective norms and network cluster behavior(t=-0.110,P<0.01).Conclusion:Internet users’ subjective norms can significantly affect the behavior of network clusters.Controlling internet users’ moral deduction level can reduce the influence of subjective norms and network cluster behavior.