Investigating Descriptive Norms’ Influence on Online Donation Intention via the Perspective of Norm-Regulated Responsibility: A Pre-Registered Study

Previous studies frequently demonstrate that descriptive norm messages positively influence behavior. However, research indicates that in prosocial contexts, these messages may reduce individuals’ perceived personal responsibility and, in turn, hamper prosocial behavior intentions. This study replicates these findings in the context of online donations and extends the model by incorporating personal and collective response efficacy as mediators. Through a pre-registered experiment, the study reveals a significant negative effect of descriptive norm messages on perceived personal responsibility among individuals without prior user experience.