图书情报工作

图书情报工作 >

2023 , Vol. 67 >Issue 18: 102 - 112

DOI: https://doi.org/10.13266/j.issn.0252-3116.2023.18.010

情报研究

社会规范类型对说服性健康信息采纳意愿的影响研究

  • 钱明辉 ,
  • 赵梦纯
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  • 1 中国人民大学信息资源管理学院 北京 100872;
    2 中国人民大学中国市场营销研究中心 北京 100872
钱明辉,副院长,教授,博士,博士生导师。

收稿日期: 2022-10-24

  修回日期: 2023-01-09

  网络出版日期: 2023-10-13

基金资助

本文系国家社会科学基金重点项目“基于数智融合的信息分析方法创新与应用”（项目编号：22AZD158）研究成果之一。

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Research on the Influence of Social Norms Types on the Willingness to Adopt Persuasive Health Information

  • Qian Minghui ,
  • Zhao Mengchun
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  • 1 School of Information Resource Management, Renmin University of China, Beijing 100872;
    2 Marketing Research Center of China, Renmin University of China, Beijing 100872

Received date: 2022-10-24

  Revised date: 2023-01-09

  Online published: 2023-10-13

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摘要

[目的/意义] 研究描述性社会规范和命令性社会规范对促进人们采纳说服性健康信息意愿的作用效果，从而为健康科普工作者提供优化健康信息说服效果的策略，同时拓展社会规范理论在健康信息学领域的本土化研究。[方法/过程] 基于社会规范理论推导研究假设，引入社会归属需求和感知风险解释这一过程的作用机制，并讨论社会距离在其中的调节作用。采用实验法、问卷调查法收集实验数据，使用Bootstrap方法检验中介及调节作用。[结果/结论] 研究发现，在东方文化背景下，描述性社会规范的说服效果优于命令性社会规范，社会归属需求和感知风险分别在这一过程中发挥部分中介作用，并且社会距离能够调节社会规范信息对说服性健康信息采纳意愿的影响。

关键词： 描述性社会规范; 命令性社会规范; 说服性健康信息; 采纳意愿

本文引用格式

钱明辉 , 赵梦纯 . 社会规范类型对说服性健康信息采纳意愿的影响研究[J]. 图书情报工作, 2023 , 67(18) : 102 -112 . DOI: 10.13266/j.issn.0252-3116.2023.18.010

Abstract

[Purpose/significance] This study aims to investigate the effects of descriptive and injunctive social norms on promoting people's willingness to adopt persuasive health information, so as to provide health science practitioners with strategies to optimize health information, while expanding localized research on social norm theory in the field of health information.[Method/Process] Based on the social norm theory to derive the research hypothesis, it introduced the social belonging needs and perceived risk to explain the mechanism of this process. Additionally it discussed the moderating role of social distance in it. 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] The findings reveal that the effectiveness of persuasion of descriptive social norms are more persuasive than injunctive social norms in Eastern cultures. Moreover it concludes that the social belonging needs and perceived risk each play a partially mediating role in this process. Notably, the research highlights that social distance can moderate the effect of social norm information on willingness to adopt health information.

Key words： descriptive social norms; injunctive social norms; persuasive health information; willingness to adopt health information

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