Under the framework of the focus theory of normative conducts,two experiments were conducted to exam-ine the effects of two types of social norms(i.e.,de-scriptive norms and injunctive norms)on ones'inter-net altruistic intentions.Particularly,we examined their effects under conditions with social norm con-flict.The results showed that when being used sepa-rately,both strong injunctive norms and strong de-scriptive norms effectively increased one's internet altruistic intentions;however,both weak injunctive norms and weak descriptive norms failed to signifi-cantly decease the intentions.Also,under conditions with norm conflict,both weak injunctive-strong de-scriptive condition and strong injunctive-weak de-scriptive condition could change ones'internet al-truistic 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 em-pirical evidence for effective internet information management and the establishment of internet be-havior standards.
关键词
网络利他行为/指令性规范/描述性规范/社会规范冲突
Key words
internet altruistic behaviors/in-junctive norms/descriptive norms/social norm con-flict
维普
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