Information Design to Motivate Users to Comply With Barrage Etiquette on Video Website: Evidence from a Discrete Choice Experiment

This paper conducted a discrete choice experiment to design information to motivate users to comply with barrage etiquette on video website. In the experiment, the impact of six attributes derived from information framework was examined. By collecting data from 633 online users, we found that the users were more willing to comply with barrage etiquette when they were reminded by Cyberspace Administration of China, message was delivered in a gain frame, the unqualified barrage could affect user’ right on the website, and the barrage could affect other audience’ experience about the online video.