用多智能体系统模拟虚拟社会规范，提升捐赠意愿。
Multi-Agent Systems Shape Social Norms for Prosocial Behavior Change
- 让虚拟智能体讨论捐赠行为，形成虚拟社会规范。
- 与同群体智能体互动后，捐赠意愿提升47%。
- 利用群体认同感可增强公益行为推广效果。
社会规范干预通过凸显普遍行为来促进亲社会行为，但在异质性人群中因缺乏共同认知而效果有限。本研究探索多智能体系统能否建立‘虚拟社会规范’以鼓励捐赠行为。我们在在线实验中让参与者与一组智能体讨论捐赠行为，测量互动前后感知的社会规范、从众程度、捐赠行为及用户体验变化。结果显示，多智能体交互显著提升了感知社会规范和捐赠意愿。值得注意的是，与同群体智能体互动相比，外群体智能体带来的感知规范更强、从众程度更高，捐赠增加幅度更大。研究证明多智能体系统在构建社会规范干预中的潜力，并揭示了利用社会认同动态在虚拟环境中推动亲社会行为的路径。
原文摘要 · Abstract (English)
Social norm interventions are used promote prosocial behaviors by highlighting prevalent actions, but their effectiveness is often limited in heterogeneous populations where shared understandings of desirable behaviors are lacking. This study explores whether multi-agent systems can establish "virtual social norms" to encourage donation behavior. We conducted an online experiment where participants interacted with a group of agents to discuss donation behaviors. Changes in perceived social norms, conformity, donation behavior, and user experience were measured pre- and postdiscussion. Results show that multi-agent interactions effectively increased perceived social norms and donation willingness. Notably, in-group agents led to stronger perceived social norms, higher conformity, and greater donation increases compared to out-group agents. Our findings demonstrate the potential of multi-agent systems for creating social norm interventions and offer insights into leveraging social identity dynamics to promote prosocial behavior in virtual environments.
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