a Department of Communication, Michigan State University , East Lansing , MI , USA.
b Department of Communication and Michigan AgBio Research, Michigan State University , East Lansing , MI , USA.
Health Commun. 2019 Sep;34(10):1120-1129. doi: 10.1080/10410236.2018.1461586. Epub 2018 Apr 10.
The current study tests the predictions of the theory of normative social behavior (TNSB) in a hand-washing context in a Korean sample and extends the theory to examine the role of , a variable believed to activate face concerns, as a moderator of the norm-behavior relationship. The findings show substantial main effects for all of the study variables on behavior. In addition, the descriptive norm-behavior relationship is moderated by perceived publicness and outcome expectations, but the nature of the interactions is not consistent with that evidenced in previous literature on US samples. Implications for normative theory and communication campaigns are discussed.
本研究在韩国样本中检验了规范社会行为理论（TNSB）在洗手情境下的预测，并扩展了该理论以检验被认为激活面子顾虑的变量 作为规范-行为关系的调节变量的作用。研究结果表明，所有研究变量对行为都有显著的主效应。此外，描述性规范-行为关系受到感知公开性和结果预期的调节，但交互作用的性质与之前关于美国样本的文献中的证据不一致。讨论了规范理论和传播活动的意义。
