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| The Effects of Social Norms and Norm Conflicts on Internet Altruistic Intentions |
1. Department of Psychology, Ningbo University, Ningbo, China, 315211; 2. School of Mental Health, Bengbu University, Bengbu, 233030, China
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Abstract 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 increase 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 can 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.
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Published: 06 June 2024
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