Research on the Influence of Descriptive and Injunctive Social Norms on the Willingness to Adopt Persuasive Health Information

Subjects: Library Science，Information Science >> Library Science submitted time 2023-02-14

Qian Minghui Zhao Mengchun

Abstract：

[Purpose/significance]To investigate the effect of descriptive and injunctive social norms on promoting people's willingness to adopt health information, introducing social belonging needs and perceived risk to explain the mechanism of this process, and to discuss the moderating role of social distance in it. Thus, we provide health science practitioners with strategies to optimize the effectiveness of message persuasion, while expanding localized research on social norm theory. [Methods/process] Based on the social norm theory to derive the research model, the experimental method and questionnaire were used to collect experimental data, and the Bootstrap method was used to test the mediating and moderating roles. [Result/conclusion] It was found that descriptive social norms were more persuasive than injunctive social norms in Eastern cultures, that the need for social belonging and perceived risk each played a partially mediating role in this process, and that social distance moderated the predictive effect of social norm information on willingness to adopt health information

YES

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