ABSTRACT

Social norms are regarded as customary rules that govern behavior in society but little is known about how social norms affect PSM and prosocial behavior. The purpose of the current study is to figure out the role of social norms on PSM and prosocial behavior through testing two theoretical models: one hypothesizes that social norms moderate the relationship between PSM and prosocial behavior; another predicts that social norms directly affect both PSM and prosocial behavior. Using the two waves of online survey data from Korea (n = 1,519), it confirms only the direct effect model. We can say that social norms may influence PSM and prosocial behavior directly because members of a society have learned from social norms what attitudes and behaviors are expected of them in various situations. This study provides support for the institutional perspective on PSM.

摘要

社会规范被视为支配社会行为的习惯规则，但人们对社会规范如何影响 PSM 和亲社会行为知之甚少。本研究的目的是通过测试两个理论模型来弄清楚社会规范对 PSM 和亲社会行为的作用：一个假设社会规范调节 PSM 和亲社会行为之间的关系；另一个人预测，社会规范直接影响 PSM 和亲社会行为。使用来自韩国的两波在线调查数据（n= 1,519），它只确认直接效应模型。我们可以说，社会规范可能直接影响 PSM 和亲社会行为，因为社会成员已经从社会规范中了解到在各种情况下对他们的期望态度和行为。本研究为 PSM 的制度视角提供了支持。