The effect of uniform virtual appearance on conformity intention: Social identity model of deindividuation effects and optimal distinctiveness theory

This study integrates social identity model of deindividuation effects (SIDE) and optimal distinctiveness theory (ODT) in investigating the effect of uniform virtual appearance on individuals’ willingness to conform to a majority opinion in computer-mediated groups. SIDE posits that sharing the same visual cue can promote group identification process and eventually induce stronger conformity. Meanwhile, ODT indicates that too much visual similarity rather concerns individuals about their deprived uniqueness, so they would be reluctant to conform to a majority opinion as a way to restore their uniqueness. This study concurs with previous research based on SIDE by showing that group identification induced by uniform appearance increases conformity intention. It also showed that perceived deindividuation, another variable that is induced by a high level of visual similarity relative to others, decreases conformity intention. As a result, the current study shows that the effect of virtual uniform appearance on conformity intention is inconsistently mediated by group identification and perceived deindividuation.     

“I want to be different from others in cyberspace” The role of visual similarity in virtual group identity

The present study investigated the impact of the visual similarity shared among virtual group members on group identity and conformity. In achieving this goal, the current study distinguished the similarity coming from being in the same experimental group (i.e., transient group membership) and the similarity coming from the same social group membership (i.e., lasting group membership), in response to the critique that these two group memberships have not been set apart in previous computer-mediated group research. The current study also attended to the fact that previous research on computer-mediated groups restricted personality traits that might have affected group identity formation and conformity in virtual groups. In response to this constraint, the present study included participants’ needs to be different from others (NFU) and needs for inclusion (ISC) to a hypothesized path model that was founded on the SIDE model. Furthermore, the author examined whether the same hypothesized path model could uphold across the differentiated levels of similarity shared among group members.     

Intergroup contact in computer-mediated communication: The interplay of a stereotype-disconfirming behavior and a lasting group identity on reducing prejudiced perceptions

The present study investigated the impact of online intergroup contact on prejudiced and stereotyped perceptions toward an outgroup. Informed by research on contact in computer-mediated communication, a model of contact in which individual outgroup members displayed a stereotype-disconfirming (vs confirming) behavior in virtual teams made up of ingroup members was tested. Moreover, this hypothesized model of contact was examined across two visual conditions of group identification: one in which a pre-existing ethnic category (i.e, lasting membership) was made salient, and one without salient group identities. Results showed that when participants were conscious of their lasting identities, the enacted disconfirming behavior reduced prejudiced perceptions by the mediation of perceived attraction towards the individual outgroup member. Conversely, stereotyped perceptions were not affected by this behavior. These findings suggest that the generalization of the contact effect in CMC is more likely to occur in attitudinal variables than in cognitive ones, and as long as participants are aware of intergroup memberships when participating in short online interactions.     

A private versus a public space: Anonymity and buying decorative symbolic goods for avatars in a virtual world

The virtual world has become a new channel in which people can contact with others, and organizations can provide service to their customers. Selling symbolic virtual goods has also emerged as a new economy in the virtual world. Such symbolic goods cannot facilitate people to accomplish any specific tasks; people buy them simply to decorate their avatars. This study is based on the theories of symbolic consumption, self-presentation, and computer-mediated environment, to investigate why people buy decorative symbolic goods in the virtual world. The results show that people buy symbolic virtual goods for both emotional and social values. While user perceived social presence and telepresence affect both social and emotional value of symbolic goods, individual self-presentation motivation affects only social value. Besides, anonymous users in the virtual world show behaviors that differ with non-anonymous ones.     

Computer-mediated communication and the reduction of prejudice: A controlled longitudinal field experiment among Jews and Arabs in Israel

The promise of computer-mediated communication (CMC) to reduce intergroup prejudice has generated mixed results. Theories of CMC yield alternative and mutually exclusive explanations about mechanisms by which CMC fosters relationships online with potential to ameliorate prejudice. This research tests contact-hypothesis predictions and two CMC theories on multicultural, virtual groups who communicated during a yearlong online course focusing on educational technology. Groups included students from the three major Israeli education sectors—religious Jews, secular Jews, and Muslims—who completed pretest and posttest prejudice measures. Two sets of control subjects who did not participate in virtual groups provided comparative data. An interaction of the virtual groups experience × religious/cultural membership affected prejudice toward different religious/cultural target groups, by reducing prejudice toward the respective outgroups for whom the greatest initial enmity existed. Comparisons of virtual group participants to control subjects further support the influence of the online experience. Correlations between prejudice with group identification and with interpersonal measures differentiate which theoretical processes pertained.     

Empowering followers in virtual teams: Guiding principles from theory and practice

Effective leadership requires relationship skills such as – problem solving conflict management, motivation, communication, and listening [Yukl, G. A. (1998). Leadership in organizations. Upper Saddle River, NJ: Prentice Hall]. Arguably, nothing is more important to a leader than the skills involved in communicating one’s intent to followers, for it is only through effectively transmitting intent that followers may understand and then execute the goals of the team and leader. The modern work-world is dominated by computer-mediated communication, and this communication is the bread and butter of virtual teams; however, simple transmission of information from point A to point B is not enough – the virtual environment presents significant challenges to effective communication. In this paper we review issues related to virtual teams and developments in multimodal displays that allow teams to communicate effectively via single or multiple modalities (e.g., visual, auditory, tactile). This discussion is grounded in guiding principles for design and use of information displays that were identified and culled based on multiple review criteria from an extensive review of the literature. We present an applied example of the utility of these guiding principles for multimodal display design, in the context of communicating a leader’s presence to virtual followers via commander’s intent.     

Understanding users’ motivations to engage in virtual worlds: A multipurpose model and empirical testing

Despite the growth and commercial potential of virtual worlds, relatively little is known about what drives users’ motivations to engage in virtual worlds. This paper proposes and empirically tests a conceptual model aimed at filling this research gap. Given the multipurpose nature of virtual words the model integrates extrinsic and intrinsic motivation as behavioral determinants. By making use of the literature on information system value and motivation theory four important system-specific virtual world characteristics (economic value, ease of use, escapism, visual attractiveness) are added as motivational drivers. Using structural equation modeling on a sample of 846 users of the virtual world Second Life the hypotheses were tested. The results support the model; they confirm the role of extrinsic and intrinsic motivation as behavioral determinants and show how and to what extent the four system-specific elements function as motivational basis. Implications for research and practice are discussed.     

Anonymity effects in computer-mediated communication in the case of minority influence

In an experimental study, we analyzed in-group minority social influence within the context of computer-mediated communication (CMC) based on the perspective of the social identity model of deindividuation effects (SIDE). This model hypothesizes that in a group context, in which social identity is salient, anonymity will facilitate influence among the group members. Using a software application, we simulated the creation of a virtual group and the setting of a computer-mediated communication. The interaction between the members of the group centers on the issue of North African immigration. The results show that the influence of an in-group minority (radical pro-immigration) causes changes of opinion, as demonstrated in the two groups participating in the experimental test (anonymous and identifiable users). However, the differences in such changes between the identifiable and the anonymous groups are not statistically significant, whereas for two dependent variables from the opinion questionnaire, (i.e., “strong” anti-immigration and pro-immigration), they are significant when these two groups are compared to the control group. Therefore, the postulates of the SIDE model are only partially confirmed. We offer some explanations for the results obtained, and outline different aspects involved in the process of social influence via CMC.     

Supporting sustained willingness to share knowledge with visual feedback

The goal of this study is to investigate the impact of simple, system-generated visual feedback on motivations to contribute knowledge to community-based crowdsourcing. Various kinds of visual feedback (status, rank contrast, average assimilation, and top assimilation) were created based on social comparison theory and cognitive evaluation theory. In addition, motivation to contribute knowledge over time was investigated. A total of 280 individuals participated in the experiment. The study found that 1) the rank contrast group completed less tasks than the control group, 2) the rank contrast and status group exhibited lower willingness to contribute than the control group, 3) participants who completed all tasks showed increased willingness to contribute over time, and 4) among participants who completed all tasks, social comparisons focused on achievable target goals resulted in greater willingness to further contribute knowledge over time. These findings provide theory-based, empirical support for the potential of external interventions such as visual feedback to influence willingness to contribute and sustain knowledge sharing.     

Augmented reality assisted learning achievement,motivation, and creativity for children of low-grade in primary school

There is a large volume of published studies describing the positive role of Augmented Reality (AR) in educational settings. However, there is a paucity of empirical work that explores its role in supporting primary school pupil's motivation and creativity. Moreover, numerous studies have confirmed that pupils have difficulties in learning geometry and thinking geometrically. In this context, this paper explores the possibility of using AR software for low-grade primary school pupils to enhance their creative thinking and increase their motivation during the informal geometry training course. A research-based design process is adopted to replicate the primary school pupil's learning in this study, where pupils in the experimental group used mobile application to access AR virtual manipulatives, pupils in the control group used physical manipulatives. The applied AR technology allows pupils to handle 2D and 3D rounded corners and simple closed curves to find the most effective solutions for some learning challenges. Sixty-two pupils from the first-grade primary school in Egypt have participated in this study with the aim of investigating: (a) the primary school pupil's achievements and creative thinking in using AR techniques, and (b) the specific strategies that can increase their motivation and engagement. The most obvious finding to emerge from this study is that there was no statistically significant difference between the groups in geometry learning achievement, while statistically significant differences were found between the groups in the motivation and creative thinking skills in favour of the experimental group.     

Computer-mediated group influence on ethical behavior

Drawing on previous research in ethical behavior in information technology, this study examines the effects of group discussion, using virtual teams, on an individual’s intention to behave ethically/unethically. It was hypothesized that behavioral intention would be influenced by an individual’s attitude (toward ethical behavior), personal normative beliefs, ego strength, locus of control, perceived importance, gender and the scenario, and that computer-mediated group discussion would impact an individual’s ethical behavioral intention. This was tested through an experiment using five different ethical scenarios involving information technology. The results show that for two of the five scenarios, individual behavioral intention was significantly more unethical after computer-mediated group discussion than before, while for one scenario, individual behavioral intention was significantly more ethical after computer-mediated group discussion than before. The results of this study may help organizations to develop realistic training programs for IT professionals that account for changes in employee’s personal ethical models after interacting with others.     

Cyber neutralisation and flaming

Individuals are increasingly subjected to flaming or negative behaviours as society becomes digitally adept. Existing research on flaming is largely fragmented and insufficient to understand what induces individuals to engage in flaming actions online. Neutralisation theory, the theory of planned behaviour (TPB), and motivational theory are integrated to develop a theoretical model to better understand flaming in virtual communities. A large-scale online questionnaire targeting individuals who had experience with flaming in a virtual community was employed to analyse the research model. The results indicate that neutralisation techniques acceptability, enjoyment, subjective norms, and low self-control significantly influence flaming. Enjoyment, low moral beliefs, subjective norms, and low self-control influence neutralisation techniques acceptability, or efforts made by individuals to rationalise their deviant behaviour. Neutralisation techniques acceptability is highly correlated with flaming in virtual communities, which has not previously been examined. Intrinsic motivation or enjoyment influences flaming, which is important because neutralisation theory and the TPB do not account for motivation. Virtual communities have a tremendous amount of influence towards an individual's rationalisation of and repeated engagement in flaming. The government, Internet service providers, the media, virtual communities, and Internet activists have an opportunity to define appropriate online behavioural standards that diminish the prevalence of flaming.     

Process and technology challenges in swift-starting virtual teams

Virtual teams often face tight schedules and a need to start quickly and perform instantly. The goal of our study was to enhance understanding of the challenges faced by such teams. We used time–interaction–performance theory as the framework for following the processes and functions within virtual teams working on a systems development task. Our study provided a detailed examination of the group process, applied to virtual teams working under time pressure. The challenges faced by virtual teams in such settings showed that teams must work to enhance their effectiveness in multiple dimensions.     

The virtual malleable self and the virtual identity discrepancy model: Investigative frameworks for virtual possible selves and others in avatar-based identity construction and social interaction

This article introduces the novel model of “virtual identity discrepancy” as an investigative framework for computer-mediated self-representation and interpersonal communication in avatar-based virtual environments (VEs). Study 1 examined the roles of virtual self-discrepancy and self-presence in intrapersonal virtual identity construction. Study 2 explored the roles of virtual other-discrepancy, social presence, expectancy violation, and uncertainty reduction in animated avatar-to-avatar (AtA) virtual social interaction. Mediation analyses following a bootstrapping procedure indicated that self-presence mediates the relationship between virtual self-discrepancy and flow while social presence mediates the relationship between virtual other-discrepancy and flow. Furthermore, expectancy violation mediates the relationship between self-disclosure and trust in text-based chatting while uncertainty reduction mediates the relationship between nonverbal immediacy and flow in nonverbal communication between avatars.     

The pursuit of trust in <Emphasis Type="Italic">ad hoc</Emphasis> virtual teams: how much electronic portrayal is too much?

This study develops and tests the concept of electronic portrayal in synchronous computer-mediated communication of ad hoc virtual teams. Electronic portrayal is the extent to which a communication system portrays the true identity of its users. A theoretical model is developed based upon which it is hypothesized that increased information available due to electronic portrayal will impact trust in ad hoc virtual teams. An experiment is conducted to test the model by manipulating the graphical identification of users of a system as well as the rehearsability of the system. Rehearsability is the extent to which users can reread and edit their messages before submitting them to the synchronous communication system. The results show that the combination of both factors – identification and rehearsability – impacts trust among team members. Specifically, partial electronic portrayal (only one form of true-to-life representation) has the most positive impact on trust. This effect is moderated by communication-related variables such as self-disclosure, impressions and virtual co-presence. The implication of these results is that too much true identity information negatively impacts trust. This research provides theoretical and practical contributions for understanding the importance of identification and rehearsability in synchronous group communication.     

I became an attractive person in the virtual world: Users’ identification with virtual communities and avatars

A number of studies have examined virtual worlds, which can facilitate knowledge sharing, education, and enjoyment, among others. However, no study has provided an insightful research model for evaluating virtual worlds. This study suggests that users’ identification with virtual communities and avatars plays a critical role in the construction of attractive virtual worlds. The proposed model measures the level of the user’s identification with virtual communities, through which the user builds his or her trust in other community members. In addition, the study suggests that users’ identification with avatars is an important element of their satisfaction with virtual worlds. The results indicate that users’ identification with virtual communities as well as avatars can enhance their efficacy and trust and thus facilitate their sustained use of virtual services. The results have important theoretical and practical implications.     

Virtually homosexual: Technoromanticism,demarginalisation and identity formation among homosexual males

‘Coming out’ is a key stage in the identity formation process for the homosexual male when the individual discloses his homosexual status to himself and others. Although previous research has indicated that homosexual men often use the Internet and computer-mediated communication (CMC) during the identity formation process to discover and develop their sexual and self-identities, studies to date have focused on their use of text-based CMC with scant attention paid to experiences within virtual worlds. This study explored whether homosexual males use virtual worlds in the sexual identity formation process and, specifically, the applicability of technoromanticism within this context. Qualitative retrospective biographical interviews were undertaken with 12 self-selected individuals who had engaged with virtual worlds before or during their sexual identity development. The CASE model (Community, Anonymity, Sexual experimentation, and Escape) was developed to characterise the key themes emerging from the data and illustrate the enactment of technoromanticism by homosexual males within virtual worlds. It is concluded that technoromanticism in virtual worlds can only have a profound impact on individuals if the individual’s personal development online is transferred offline as there is a potential to become toxically immersed and thus stall or halt the identity development process altogether.     

A new perspective on de-individuation via computer-mediated communication

Research examining de-individuation via computer-mediated communication (CMC) suggests that group pressure is more pronounced in CMC-using groups than in groups meeting face to face, because CMC strips away non-verbal cues and makes individuals feel more similar to the others in their group. Similarly, electronic voting research suggests that group influence is more pronounced via group support systems when the opinions of others are communicated in real time. However, recent research involving complete anonymity suggests that group influence is mitigated via anonymous CMC because of a lack of awareness of others. Thus, we propose that increased group influence is facilitated when others’ opinions are communicated, and is heightened with the common identity created through the use of nominal labels. This paper reports the results of a laboratory experiment involving groups making an organization decision via a text-based chat room. The results show that a simple electronic voting interface element increased the amount of group influence on individual members, and led to decreased participation and higher dispensability.     

Effects of computer-based testing on test performance and testing motivation

Computer-based testing (CBT) is a green computing strategies used to reduce paper consumption. However, some scholars have questioned the effectiveness of CBT and suggested for conducting systematic studies on CBT to carefully check its reliability and validity before opting for it. Recently, some studies have evaluated the effectiveness of CBT by comparing it with paper–pencil testing (PPT), and the findings were inconsistent. Besides this, most of these studies have been conducted using quasi or basic experimental designs without identifying testing effects on test takers. The limitation of these design is testing effects might occur when a participant in the control or treatment group is tested at least twice on a same test, and it influences the outcomes of taking a posttest, therefore, the findings might be misinterpreted. This study employed a Solomon four-group experimental design (2 × 3 factorial design) on a group of student teachers (n = 140) to compare CBT and PPT on test performance (test scores), testing time and testing motivation. Results indicated that the CBT mode is more reliable in terms of internal and external validity. The CBT significantly reduced testing time and developed stronger self-efficacy, intrinsic and social testing motivation in the participants.     

Understanding user interface needs of e-commerce web sites

With the growth in the number of web sites, users must choose among many alternative web sites and designers must face the challenge of keeping the user's duration. Web site design is an iterative process of fine-tuning to enhance user satisfaction. According to the hygiene–motivation theory, the emotions of satisfaction and dissatisfaction are caused by two different categories of characteristics. Lack of dissatisfaction does not mean satisfaction, and lack of satisfaction does not mean dissatisfaction. This study proposes a parsimonious and effective multidimensional evaluation tool: a max–min approach to combine the hygiene–motivation factors and thereby provide a strategy to compare the competitive position of different web sites. The interfaces of eight e-retailer web sites for computer and communication products were targeted for evaluation. Four hygiene factors (navigation, information display, ease of learning and response time) and five motivation factors (interaction with people, screen complexity, user empowerment, visual appearance and achievement) are measured. The evaluations on hygiene and motivation factors were transformed into max and min effectiveness scores using the proposed models. Three zones (zone of intolerance, zone of efficiency and zone of satisfaction) were described to illustrate the role of strategic planning of a site interface in shaping a competitive position among the observed web sites.