People are frequently exposed to hateful content online, as online hate is a globally prevalent communication phenomenon. However, existing studies have mainly emphasized a bystander intervention perspective, focusing on the observers’ role in online hate, despite theories and empirical evidence suggesting that the observation of a particular behavior can lead to the performance of that behavior. Thus, this study examined how witnessing online hate is associated with the perpetration of it, and the mediating role of social norms in this process. Findings from a cross-sectional survey showed that the observation and perpetration of online hate were significantly positively associated, and that perceived prevalence and social approval of online hate separately mediated this relationship. Theoretical and practical implications are discussed.

人们经常在网上接触仇恨内容，因为网络仇恨是一种全球流行的传播现象。然而，现有研究主要强调旁观者干预视角，关注观察者在网络仇恨中的作用，尽管理论和经验证据表明对特定行为的观察可以导致该行为的表现。因此，这项研究探讨了目击网络仇恨与仇恨的实施之间的关系，以及社会规范在这一过程中的中介作用。一项横断面调查的结果表明，网络仇恨的观察和实施呈显着正相关，而网络仇恨的普遍性和社会认可度分别调节了这种关系。讨论了理论和实践意义。