Social organization in virtual settings depends on proximity to human visual aspect

Virtual environments are inherently social spaces, in which humans interact through avatars. However, the parameters which favor inter-individual social structuring in those settings are still far to be understood. Particularly, the putative influence of anthropomorphic similarity of visual aspect on social organization of avatars is a key issue to understand the cognitive processes used to form social interactions in virtual worlds. Using the highly popular massively multiplayer online role-playing game World of Warcraft as a model of socially-active virtual setting, we analyzed the social behavior of 11,649 avatars as a function of their visual aspect. Our results show that social structuring in virtual settings depends on proximity to human visual aspect. Social groups formed by human-like avatars display more homogeneity than what the optimal use of the interface would predict, while this effect is not observed for social groups formed by non-human avatars. Thus, immersion in virtual environments depends more on visually-triggered social dynamics (role-play) than on optimal use of the interface (game-play). Furthermore, social aspect may override the immediate reward of interface optimization, thus representing a major factor of immersion in virtual environments.     

Living in the Hutt Space: Immersive process in the Star Wars Role-Play community of Second Life

Immersive virtual settings are evolving to become new “spaces of life”. Humans inhabit these different virtual worlds through their avatars, and tend to gather into communities. However, the behavioral factors underlying the cognitive process of immersion in virtual worlds are still far to be understood. We here investigated these factors using the Star Wars Role-Play community of the virtual setting of Second Life as a model. More specifically, our studies focused on the immersion process in the “Hutt Space”, a portion of the Star Wars Galaxy ruled by the alien species of the Hutts, which combines the trademark aspects of Star Wars universe. Using both quantitative and qualitative methods, we identified some of the factors which favor the immersion process. Our results suggest that the different behavioral factors contributing to the immersion process can be organized in three structuring dimensions: commitment, cohesion, and coherence. We also unveil a compensatory mechanism between appearance and behavioral factors in creation and maintenance of social groups in virtual worlds. Finally, we point out some of the behavioral aspects of the evolution from passive media engagement (spectators), to active media engagement (actors), and suggest a theoretical framework to investigate how human inhabit immersive virtual spaces.     

Swimming with mermaids: Communication and social density in the Second Life merfolk community

While individuals are solicited by a growing number of online networks and virtual communities, human cognitive resources are still limited in terms of the number of fruitful interactions a given individual can sustain. With a high degree of competition for attention, affiliation with the community and communication between its members are central for the survival of virtual communities. A particular virtual community could shed a new light on these phenomena. Indeed, beside the conventional communities based on human-like land-dwelling avatars, a merfolk community spontaneously emerged in the seas of the virtual world of Second Life. The fact that merfolk avatars characteristics strongly restrain their interactions with others and their ability to simultaneously join other communities obviously impacts the structuring and communication within the merfolk community. In order not to become isolated, the members have to develop optimal strategies to keep strong bonds, which in turn reinforce the immersion process. The Second Life merfolk community therefore provides an ideal model to study how members of a virtual community can compensate for ultra-specialization by increasing the quality of the internal communication processes within the community. Furthermore, the observation of the merfolk virtual community demonstrates how optimizing communication, even in a community with a wide repartition and low actual density within the virtual world, can reinforce social density.     

The immersive impact of meta-media in a virtual world

With the increasing importance of virtual settings, we observe a complexification of the media used by members of the virtual communities. Using as the model the Star Wars Role-Play community of the virtual environment of Second Life, and a related news-styled blog, the “Galactic News Network”, we analysed here the impact of this media complexification on immersion process. Specifically, we analysed how meta-media can act on virtual community behavior, and on the immersive potential of the virtual world. We combined “out-of-world” analysis of the blog, and “in-world” qualitative and quantitative evaluation of meta-media-related social activities. Our results demonstrate that meta-media strongly contribute to reinforce the immersive potential of the virtual setting via several mechanisms: by increasing three parameters of the virtual world (cohesion, coherence, and commitment), by increasing the social density of the virtual community, and by acting on the perceived time factor. The combined “in-world” and “out-of-world” action of the meta-media increases the possibilities of inter-individual connections. The combination of 2D asynchronous media and 3D instantaneous virtual settings in a homogeneous and coherent immersive environment reinforces the immersive potential of the virtual world. Thus, meta-media seem to be a factor of long-term stabilization of social structures in virtual environments.     

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.     

Impact of similarity between avatar and their users on their perceived identifiability: Evidence from virtual teams in Second Life platform

Research on the application of avatars in the virtual teams is growing. In this study, we examined the effect of perceived similarity of an avatar user with his/her avatar on the perceptions of his/her identifiability within a virtual team. The study utilized a sample of 124 users actively involved in Second Life, a virtual world platform. Results of structural equation modeling utilizing the partial least squares method corroborate the hypothesis. An important contribution of this research is to inform practitioners about the critical role that users’ similarity with the avatar plays in enhancing their identifiability. We draw conclusions based on the result and identify some important avenues for future research.     

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.     

Understanding emotional bond between the creator and the avatar: Change in behavioral intentions to engage in alcohol-related traffic risk behaviors

This study examines the joint impact of an individual's relationship with his or her avatar and negative consequences to the avatar on changing the individual's behavioral intentions (BI) in terms of alcohol-impaired driving. One hundred eleven participants volunteered to participate in several experimental conditions where the degree of choice of avatar features and the degree of control of the avatar's actions were manipulated in Second Life, an immersive 3D virtual environment. Participants who were allowed to customize their avatars viewed their avatars not only more similar but also emotionally closer to themselves, and perceived their avatars to be physically more attractive than those who were assigned basic avatars. After observing a car crash caused by drunk driving, participants in the choice and control condition were more likely to change BI positively when they identified their avatars to be similar to themselves, and regarded their avatars more attractive. Furthermore, participants who were allowed to control their avatars were more likely to attribute the responsibility of the car accident to themselves than those who observed someone else's avatar playing. Implications for the use of virtual reality games in promoting healthy behaviors are discussed in detail.     

Even in virtual environments women shop and men build: A social role perspective on Second Life

The present study examined whether traditional gender role expectations (Eagly, 1987) influence behaviors in non-traditional contexts such as online virtual environments. Participants were 352 Second Life users who reported their activities and experiences in Second Life. Results indicated that men and women differed in the types of activities they engaged in a manner predicted by social role theory. Specifically, as compared to women, men were more likely to report building things (e.g. objects), to own and work on their own virtual property, and were less likely to change their avatar’s appearance. Women, as compared to men, were more likely to meet people, shop, regularly change their avatar’s appearance, and buy clothes/objects for their avatar. The present study adds to our understanding of how traditional gender role expectations may carry over to online virtual worlds and influence online behavior.     

Communication in virtual environments: The influence of spatial cues and gender on verbal behavior

As communication technologies continue to evolve, more people will engage in virtual social interactions. With this trend comes an increasing need for research on behavior within virtual worlds. This study contributes to that agenda by focusing on the influence of physical attributes of a virtual setting and gender on verbal behavior expressed by mixed-gender dyads in a virtual world. Computerized text analyses revealed linguistic differences as a function of both the physical and social complexity of virtual settings and gender. The latter differences included both quantitative and qualitative features of written communication. These results add important new discoveries to the literature on virtual psychology and highlight the value of using text analysis tools to investigate virtual interactions.     

The mediator role of self-disclosure and moderator roles of gender and social anxiety in the relationship between Chinese adolescents’ online communication and their real-world social relationships

Based on theory and previous research, we examined relationships among gender, social anxiety, self-disclosure, quality of real-world friendships and online communication by Chinese adolescent Internet users. Results indicated that online communication and self-disclosure are not related to quality of friendship, and online communication is positively related to self-disclosure. For adolescent boys and adolescents with high social anxiety, online communication can explain more variance in users’ self-disclosure, indicating that gender and social anxiety moderate the relationship between online communication and online self-disclosure.