随着互联网传播技术的持续进步，在线社交平台已经逐渐成为人们获取、创 造和传播信息的关键途径。然而这种传播权力的普及化也带来了诸多挑战，故意制造和传播虚假信息的行为变得日益频繁。在目前的互联网虚假信息治理的体系中，用户媒介素养的层次不齐使得其作为虚假信息的主要“受害者”没有被作为重要力量纳入进来，发挥自治的积极效果。公众应当成为打击虚假信息的核心力量，从少量的“公民管理员”到集群式“平台维护者”，再到形成广泛自治规模的“网络建设者”，网民将在整个体系中发挥更加主动和有力的作用。本研究希望探索一种直接有效的方式，从意识层面激发用户积极主动参与内容治理的心理，如主动举报虚假信息，促进用户主动维护一个真实、可靠的网络信息环境。

本研究设计了两个在线实验来探究如何能够激发社交媒体用户举报互联网虚假信息的意愿，引入了心理学的社会规范焦点理论作为理论支持。研究一通过一个 3（社会规范：静态描述性规范、动态描述性规范、强制性社会规范）*2（认同感：高、低）的组间实验探究了微博用户的虚假举报意愿。结果表明，描述性社会规范对举报意愿有显著的促进作用；静态和动态社会规范在举报意愿的影响上不具有显著差异。在 6 个实验组中，以微博用户为参照的动态描述性规范组具有最强的促进举报的效果，但社会认同在社会规范对虚假信息举报意愿的影响上不具有调节效果。研究二通过一个 2（社会规范：描述性社会规范、强制性社会规范）*2（认同感：高、低）的组间实验探究了微信用户的虚假举报意愿。结果表明，描述性社会规范和强制性社会规范都与对照组不具有显著差异。在微信参照群体组中，社会认同能够调节社会规范对举报意愿的影响。

With the continued advancement of Internet communication technologies, online social platforms have gradually become a key way for people to access, create and disseminate information. However, the popularization of this communication power has also brought many challenges, and the deliberate creation and dissemination of misinformation has become increasingly frequent. In the current system of Internet disinformation governance, the varying levels of media literacy among users, who are the main “victims” of disinformation, have not been included as an important force to bring about positive effects of self-governance. The public should become the core force in the fight against disinformation, from a small number of “ citizen administrators” to clustered “platform maintainers” to “network builders” who form a wide range of autonomous scales. From a small number of “ citizen administrators” to clustered “platform maintainers” to “network builders” that form a wide scale of autonomy, netizens will play a more active and powerful role in the whole system. This study hopes to explore a direct and effective way to stimulate users' active participation in content governance at the awareness level, such as reporting misinformation, and promoting users' initiative to maintain an authentic and reliable online information environment.

This study designed two online experiments to explore how social media users' willingness to report misinformation on the Internet can be stimulated, introducing the social norm focus theory of psychology as a theoretical support. Study 1 explored the willingness of microblogging users to report falsehoods through a 3 (social norms: static descriptive norms, dynamic descriptive norms, and obligatory social norms)*2 (identity: high, low) between-group experiment. The results showed that descriptive social norms had a significant facilitating effect on willingness to report; static and dynamic social norms did not have a significant difference in the effect of willingness to report. Among the six experimental groups, the dynamic descriptive norms group with microblog users as the reference had the strongest effect of facilitating reporting, but social identity did not have a moderating effect on the effect of social norms on willingness to report misinformation. Study 2 explored Weibo users' willingness to report falsehoods through a 2 (social norms: descriptive social norms, injunctive social norms)*2 (identification: high, low) between-group experiment. The results showed that neither descriptive social norms nor injunctive social norms were significantly different from the control group. In the WeChat reference group group, social identity moderated the effect of social norms on willingness to report.