To investigate college students’ implicit attitude of network altruistic
behavior tendency. Methods: Choose 50 students from a university in Zhengzhou
City who take psychology as an optional course to be the tested and conduct the
IAT test on their implicit attitudes towards network altruistic behavior
tendency. And D value, reaction time mean and Logarithm of three ways of
numerical implicit effect check IAT experiment within the significant. Results:
A significant IAT effect was found in implicit attitudes towards network
altruistic behavior tendency; a significant difference appears in the students
who major in art or science; no difference was found in gender. Conclusion: IAT
is an effective tool can be used to measure if college students have the
implicit attitudes towards network altruistic behavior tendency.
Cite this paper
Liu, H. , Liu, Y. , Huang, X. & Bai, J. (2014). IAT on the Network Altruistic Behavior Tendency of College Students. Psychology, 5,
609-616. doi: 10.4236/psych.2014.57072
 Cai, H. J. (2003). Introduction on the Implicit Association Test proposed by Greenwald. Progress on Psychological Science, 339-344.
 Dai, C. L., Yang, Y. L., & Wu, M. Z. (2005). The Experimental Research on Implicit Aggressivity. Psychological Science, 28, 96-98.
 Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13, 318-340. http://dx.doi.org/10.2307/249008
 Greenwald, A. G., & Banaji, M. R. (1995). Implicit Social Cognition. Attitudes, Self-Esteem and Stereotypes. Psychological Review, 102, 4-27. http://dx.doi.org/10.1037/0033-295X.102.1.4
 Greenwald, A. G., McGhee, E., & Schwartz, J. L. K. (1998). Measuring Individual Differences in Implicit Cognition: The Implicit Association Test [J]. Journal of Personality and Social Psychology, 74, 1460-1480.
 De Houwer, J. (2001). A Structural and Process Analysis of the Implicit Association Test. Journal of Experimental Social Psychology, 37, 443-451.
 Jiang, D., Wang, X. R., Fu, L., & Zhou, R. L. (2008). Experimental Research on Implicit Altruistic Behavior [J]. Psychological Science, 31, 79-82.
 Jin, G. (2009). Relations of Implicit Altruistic Behavior and Explicit Altruistic Behavior with the Moral Judgments [D]. Shanxi: Northwest Normal University.
 Liu, H. L. (2008). King Solomon’s Lord of the Rings-Animal’s Altruistic Behavior and Human’s Altruism [M]. Beijing, Science Press.
 Niu, Z., Chen, H. C., Wang, L., & Zhang, H. X. (2004). The Behavior of 7 Years Old Children in Helping Others and Its Relations with Parenting Style. Psychological Development and Education, 17-21.
 Peng, Q. H., & Fan F. M. (2005). Network Altruistic Behavior and Its Implications for Moral Education of College Students [J]. Journal of Ideological & Theoretical Education, 49-51.
 Sober, T. D. (1988). What Is Evolutionary Altruism? [J]. Canada Journal of Philosophy, 13, 75-99.
 Su, Y. L. (2010). The Experimental Research on Implicit Altruistic Behavior of Graduate Students. Southwest University, 14-16.
 Wen, F., & Ling, W. Q. (2006). Interpretation Model of Online Shopping Motivations—Technology Acceptance Model [J]. Market Modernization, 114.
 Zhang, Z. G. (1996). Social Psychology [M]. Beijing: People’s Education Press.
 Zhao, H. H., Zhang, H. Y. et al. (2012). Characteristics Empathy and Network Altruistic Behavior of College Students: Mediating Effect of Network Society Support. Psychological Development and Education, 5, 478-484.
 Zheng, X. L. (2010a). Network Altruistic Behavior of College Students: Scale Development and Multi-Linear Analysis [D]. Doctoral Dissertation, Shanghai: Shanghai Normal University.
 Zheng, X. L. (2010b). Internet altruistic Behavior of Undergraduates: Scale Development and Multilevel Analysis. Doctoral Dissertation, Shanghai: Shanghai Normal University, 21-63.
 Zheng, X. L. (2012). Personal Characteristics and Network Altruistic Behavior: Intermediary Role of Self-Esteem. Chinese Journal of Special Education, 2, 69-74.