IP属地化政策对舆情评论的影响研究——基于微博用户属地公开的准自然实验

The Impacts of IP Localization Policy on Public Opinion Comments:A Quasi-natural Experiment Based on the Display of IP Location on Weibo Users

[目的/意义]实证评估公开属地政策能否以及如何对舆情评论产生影响,为网络舆情研究、平台优化和治理提供启示。[研究设计/方法]基于自我监控理论和隐私计算理论构建研究模型和假设,以微博“IP属地”功能的推出为准自然实验,运用双重差分法和断点回归模型探究IP属地化政策对舆情评论的影响。[结论/发现]政策引发用户自我监控效应和风险感知效应,不仅整体改善了评论情感倾向、评论可读性和共情性,也能够显著抑制评论情感极性,该结论在一系列稳健性检验后仍然成立。政策影响在不同用户群体之间存在显著差异,相较处于事件热点中心的用户,属地公开更能促使处于非热点中心的用户做出改变。政策同时加剧评论中的地域歧视现象。[创新/价值]揭示了IP属地化政策对在线评论行为的作用,为清朗网络环境提供新视角,丰富了IP属地化与舆情评论行为影响因素的相关研究。

[Purpose/Significance]It can provide useful enlightenment for online public opinion research,platform optimization and governance to empirically evaluate whether and how the display of IP localization policy affect public opinion comments.[Design/Methodology]Based on self-monitoring theory and privacy calculus theory,the research model and hypothesis were constructed.Taking the launch of the"IP localization"function of Weibo as the quasi-natural experiment,the method of Difference-in-Difference(DID)and breakpoint regression model were used to explore the policy effect of IP localization policy on public opinion comments.[Findings/Conclusion]The policy induces the effect on users'self-monitoring and users'risk perception,which not only improve the overall affective tendency,readability and empathy of comments,but also significantly inhibites the affective polarity of comments.This conclusion is still valid after a series of robustness tests.The policy effect is significantly different among different user groups.Compared with the users in the hot center of the event,the display of IP location can prompt the users in the non-hot center to make changes.The policy also exacerbates geographic discrimination in comments.[Originality/Value]This study reveals the impacts of IP localization policy on public opinion comments,povides a new perspective for improving the internet environment,and enriches the relevant research in the field of IP localization and the influencing factors of public opinion comment behavior.