Antecedents of Reporting Harmful Comments: Testing the Moderating Role of Perceived Transparency

Abstract

This study examines the antecedents of reporting harmful comments on the platform from a user’s perspective, focusing on perceived media effects. Although some research has examined the “report” or “flag” function as a sociotechnical apparatus for content moderation on social media platforms, little attention has been paid to users’ perceptions and thoughts. Through a survey of Internet users in China (N = 3000), the present study builds a model to explicate how audience feelings and judgments may elicit attitudinal and behavioral responses. We propose two potential mediators—responsibility attribution to the platform and support for content moderation—and explore the sophisticated mechanisms through which users’ perceptions influence their engagement in content moderation. Moreover, this study tests the moderating role of perceived transparency and disentangles the interplay between audience attitudes and platform operation. The results also provide practical implications for platform providers and the state to create a more constructive public space for online deliberation.