INFORMATION RESEARCH

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

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.

Cite this article

Qian Minghui , Zhao Mengchun . Research on the Influence of Social Norms Types on the Willingness to Adopt Persuasive Health Information[J]. Library and Information Service, 2023 , 67(18) : 102 -112 . DOI: 10.13266/j.issn.0252-3116.2023.18.010

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