[目的/意义]医疗众筹项目常使用包含了社会规范相关的标语来呼吁人们进行捐赠,但是浏览者会出现信 息回避现象。因此，需要探究社会规范的存在是否会对个体的信息回避意愿造成影响以及其可能的心理机制。 [方法/过程]引入“认知—情感—意动”框架为研究模型基础，将社会规范（描述性规范和命令性规范）作为自变量， 疲劳、焦虑和内疚作为中介变量，信息回避意愿作为因变量，设计组间实验并进行假设检验。[结果/结论]结果表 明疲劳和焦虑会增加个体的信息回避意愿，而内疚会减轻个体的信息回避意愿。社会规范会刺激个体产生情感， 但不同的社会规范刺激个体产生的情感存在差异。其中，描述性规范更能引起个体的疲劳和焦虑；而命令性规范 更能引起个体的内疚。研究结论加深了对信息回避行为的理解，丰富了有关医疗众筹研究的文献，也在实践中为 医疗众筹平台和求助者如何更加有效地进行社会规范使用提供了指导。

［Purpose/significance］Medical crowdfunding projects often use slogans related to social norms to urge people to donate, but visitors often avoid the message. Therefore, it is necessary to investigate whether the presence of social norms affects individuals' willingness to avoid information and its possible influencing psychological mecha? nisms.［Method/process］A " cognition–affect–conation " framework was introduced as the basis for the research model, with social norms (descriptive norm and injunctive norm) as independent variables, fatigue, anxiety and guilt as mediating variables and willingness to avoid information as dependent variables. A between-group experiment was de? signed and hypothesis testing was conducted.［Result/conclusion］The results show that fatigue and anxiety increase an individual's willingness to avoid information, while guilt reduces an individual's willingness to avoid information. So? cial norms can elicit emotions, but there are differences in the emotions elicited by different social norms. Among them, descriptive norms are more likely to cause fatigue and anxiety, while injunctive norms are more likely to cause guilt. The findings deepen the understanding of information avoidance behaviour, enrich the literature on medical crowdfund? ing research and provide guidance on how medical crowdfunding platforms and helpers can more effectively use social norms in practice.