Balancing uniqueness and assimilation in computer-mediated groups

The goal of the current study is to investigate how the augmented visual similarity and individuation can influence group identification process in computer-mediated groups. In investigating this topic, this study relies on the assumption that human beings need to meet two competing motivations – assimilation motivation and uniqueness motivation – at the same time. An experiment using virtual self-representations showed that uniform virtual appearance, whatever form it may take, encouraged group identification. However, uniform appearance did not increase assimilation within computer-mediated groups all the time, because uniform appearance made individuals perceive a strong threat to their uniqueness and became less willing to agree with others as a way to restore their uniqueness. On the contrary, people might have pandered to their uniqueness motivation from being represented by excessively idiosyncratic visual cues. As a way to boost up the other motivation, assimilation motivation, they tried to find any cue that can bond themselves with others even amongst differences in their visual representations.     

“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.     

Group identification as a mediator of the effect of players’ anonymity on cheating in online games

This study aims to add to the discussion about the applicability of the classical deindividuation theory and social identity model of deindividuation effects (SIDE) in explaining online behaviours. It explores the effect of anonymity in facilitating social influence of group identity in online game cheating. A nationally representative survey was conducted face to face. Results from the survey administered in Singapore confirm predictions derived from the SIDE and challenge the classical deindividuation theory. Specifically, it was concluded that the frequency of gaming with online strangers (anonymous gaming) significantly predicted the frequency of cheating in online games. The effect of anonymity on game cheating was found to be significantly mediated by the group identification with online gaming communities/groups. Gender differences were found. Male gamers cheated more frequently than female gamers. Female gamers are more likely to cheat as a consequence of group identification than male gamers. Implications and future research 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.     

Social gaming is inSIDE: Impact of anonymity and group identity on performance in a team game-based learning environment

The present experiment aimed to determine how quiz performance in a team game-based learning environment can be predicted from the Social Identity model of Deindividuation Effects (SIDE). According to this model, anonymity influences social behavior by accentuating the salience of group identity and reducing interpersonal differences, leading to greater group identification and motivation to work for one's own group. As these effects could lead to higher cognitive performance, the goal of the present research was to extend predictions based on the SIDE model on performance in online game-based learning environments. After measuring their prior computing knowledge, 343 Master Degree students were placed in virtual teams on a trivial criterion to perform a series of online quizzes about computing and the Internet. An anonymous (or individuated) username was attributed to each team member to connect to the online learning environment, and information about comparison between teams was used to manipulate the degree of salience of group identity (high versus low). As predicted by the SIDE model, anonymity boosted performance when group identity was salient, but only for students with low prior knowledge. Unexpectedly, it was also found that anonymity boosted the performance of students with high prior knowledge when group identity was not salient. A similar pattern was found for perceived mastery of computing and the Internet. Theoretical and practical implications of the SIDE model are discussed, and specifically its application to social gaming to optimize online learning.     

Virtual agents in retail web sites: Benefits of simulated social interaction for older users

This study investigates the benefits of simulated social interaction (social presence) through virtual agents for older users’ experience in retail Web sites, particularly with respect to age-related barriers to the adoption of online retailing. In Study 1, through four focus group interviews, we identified six social–psychological barriers to the adoption of online shopping among older users (mean age of 73 years). These included barriers relating to perceived risks, trust, social support, familiarity, experience, and search. In Study 2, a laboratory experiment with older users (mean age of 69 years) demonstrated that embedding a virtual agent that serves search and navigational/procedural support functions in the online store leads to increased perceived social support, trust, and patronage intention for the online store. Mediational analyses further revealed that the effect of virtual agents: (1) on trust is mediated by perceived social support; and (2) on patronage intentions is mediated in part by trust and perceived risks. The study provides important implications on the design of virtual agents for older users of e-commerce applications, and on building online trust and e-service patronage through virtual agents.     

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.     

What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences

Social commerce, as a relatively new phenomenon, has attracted little research attention. This study aims to provide initial insights into the dynamics of customer participation in social commerce. Based on the stimulus–organism–response paradigm, this study develops a model to investigate the effects of technological features (perceived interactivity, perceived personalization and perceived sociability) of social commerce on customers’ virtual experiences (social support, social presence and flow) and subsequently their participation intention. The results indicate that social commerce intention is determined by social support, social presence and flow experiences. These experiences, in turn, are influenced by perceived interactivity, personalization and sociability features.     

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.     

Teenagers in social virtual worlds: Continuous use and purchasing behavior in Habbo Hotel

Social virtual worlds (SVWs) have become important environments for social interaction. At the same time, the supply and demand of virtual goods and services is rapidly increasing. For SVWs to be economically sustainable, retaining existing users and turning them into consumers are paramount challenges. This requires an understanding of the underlying reasons why users continuously engage in SVWs and purchase virtual items. This study builds upon Technology Acceptance Model, motivational model and theory of network externalities to examine continuous usage and purchase intention and it empirically tests the model with data collected from 2481 Habbo users. The results reveal a strong relationship between continuous usage and purchasing. Further, the results demonstrate the importance of the presence of other users in predicting the purchase behavior in the SVW. Continuous SVW usage in turn is predicted directly by perceived enjoyment and usefulness while the effect of attitude is marginal. Finally, perceived network externalities exert a significant influence of perceived enjoyment and usefulness of the SVW but do not have a direct effect on the continuous usage.     

Understanding use continuance in virtual worlds: Empirical test of a research model

We decided to examine why people continue to use virtual worlds by studying a real example: the popular virtual world of Second Life. This involved building and testing a model of virtual worlds based on habit from both the habit/automaticity and instant automaticity perspectives, the latter based on utilitarian and hedonic goals. The results (for a sample of 339 users) suggested that continuance intention for the virtual world was driven by perceived usefulness, enjoyment, and both perspectives of automatic behavior, which together provide considerable explanatory power for both habit and continuance intention. We conclude with implications for practice in this new area of inquiry.     

Mapping virtual communities by their visual productions: The example of the Second Life Steampunk community

In the digital age, the identities and structures of virtual communities develop outside the traditional definitions of geography and physical constraints. Among the best models to study the identification process in virtual communities are the communities of fans of imaginary universes. Steampunk—neo-Victorian fiction with a science fiction twist—has for instance given rise to a large community, which is very active both in real life and in virtual spaces, for instance in the online 3D immersive platform Second Life. By collecting and analysing hundreds of visual artifacts generated by members of the steampunk community of Second Life, we found a repertoire of visual and lexical characteristics with which to identify the community. In addition, examining the characteristics displayed by visual productions from other communities allowed us to map relationships between different communities based on their aesthetics. This data suggests that the quantification of visual clues points out to interlocking relationships between different community aesthetics, forming a network where differences are visible, but fluidity still dominates. Furthermore, our results could serve as a model to study how communities in different media (immersive universes, games, social media based on visual materials such as Pinterest or Instagram) generate their own visual identity.     

The input-interface of Webcam applied in 3D virtual reality systems

Our research explores a virtual reality application based on Web camera (Webcam) input-interface. The interface can replace with the mouse to control direction intention of a user by the method of frame difference. We divide a frame into nine grids from Webcam and make use of the background registration to compute the moving object. In order to make this technology apply to 3D virtual reality system, we use the Virtools Dev to build virtual scenes and the Microsoft Visual C++ to build this interface. We also use the MySQL database management system to access users’ data and the displaying data. We implement a number of Building Blocks (BB) to support Virtools Dev for using the database management system and the Webcam input-interface in this composite system. The results of research are expected to the digital content industries such that users can easy to use the input-interface to control browsing the virtual reality. Our system can supply interactive digital content, photographs, and access the questions from the database management system. In addition, the system provides the browsing mold, the question mold, and the course content describing mold with the input-interface. In order to explore the intention of users for using the system, we design the questionnaire based on the technology acceptance model (TAM). In our empirical study, we find that perceived playfulness is positive association with attitude toward using. Interface style is positive association with perceived ease of use.     

A study of virtual product consumption from the expectancy disconfirmation and symbolic consumption perspectives

Researchers have not specifically considered the determinants of satisfaction and repurchase intention with regard to virtual products. Using the expectancy disconfirmation model and symbolic consumption theory, this study presents and empirically examines a model of customer satisfaction and repurchase intention in this context. Using structural equation modeling to analyze the data collected from 477 consumers of virtual products, this study validates the influence of perceived customization and perceived sociability on customer satisfaction and repurchase intention with regard to virtual products. Additionally, this study statistically confirms the important mediating roles of outcome expectations and perceived quality in the indirect effects of perceived customization and perceived sociability on customer satisfaction. This study also verifies that customer satisfaction is a critical mediator of the indirect influence of the other four constructs in the proposed model on the consumers’ repurchase intention with regard to virtual products.     

Deception in avatar-mediated virtual environment

This study explored the effects of avatars on deception – how perceived avatar likeness to self can affect the truthfulness and accuracy of interactions online. More specifically, this study examined the extent to which perceived avatar similarity influences self-awareness and users’ degree of attraction to them, and how these psychological states affect deception in the context of Second Life. The results, based on web-based survey data of 159 Second Life users, revealed that avatar similarity in attitude and behavior to the owner heightened self-awareness, which, in turn, reduced deception. Perceived avatar similarity in terms of appearance was found to have a direct negative impact on deception so that those who perceived their avatars to look similar to themselves were less likely to engage in deceptive behavior. Implications of the findings are discussed.     

How heterogeneous community engage newcomers? The effect of community diversity on newcomers’ perception of inclusion: An empirical study in social media service

Online communities that provide social media services need to engage newcomers so as to not lose them to competitors. This study examines the role of community diversity (in terms of perceived visible dissimilarity, perceived informational dissimilarity and perceived value dissimilarity) in influencing perceived inclusion of newcomers in the online community and the influence of such perception on newcomers’ engagement intention. The theoretical background on perceived inclusion is obtained from the optimal distinctiveness theory, which comprises of two dimensions, namely, social identification and perceived uniqueness. The results support the multiple roles of community diversity on a newcomer’s perceived inclusion. The findings of this study contribute to a better understanding of the effect of community diversity on newcomers’ engagement behavior, and provide recommendations on designing a personalized community diversity environment.     

The influence of virtual tour on urban visitor using a network approach

Virtual tours provide an interactive experience for potential visitors, influencing the destination image and the intention to visit. However, virtual tours are limited to one-way communication, and there is a need to quantitatively analyze the influence of virtual tours based on the context of physical movement. Therefore, this study aimed to quantitatively analyze the virtual influence from a network perspective and to analyze changes in destination image and intention to visit through a two-way virtual tour. We noted that virtual tours are confirmed to improve destination image and intention to visit, and the experience of a place in Minecraft plays a mediator role in the activation of local visits. This study demonstrates that virtual tours can be a mediator to help local visits and that virtual tours affect physically marginalized. We believe these findings can be applied as practical solutions for areas with physical mobility constraints and contribute to urban visitor studies.     

When your Second Life comes knocking: Effects of personality on changes to real life from virtual world experiences

A survey study (N = 223) of participants in the social virtual world, Second Life, examined the relationship between Big Five personality factors, experiences in the virtual world and reports of changes to real life resulting from the virtual world experiences. Hypotheses about direct and indirect effects of personality on real life changes were tested with structural equation modeling. Results showed that the strength of users’ relationship to the virtual environment, identification with and similarity to their avatars positively predicted reports of changes to real life, and that these three factors mediated effects of Agreeableness, Extraversion, Intellect, Conscientiousness, and Emotional Stability, on real life changes. Conscientiousness also had a direct negative relationship with real life changes. Implications are discussed for the potential of virtual social media features for activating facets of personality traits.     

Avatar-driven self-disclosure: The virtual me is the actual me

Considering the importance of self-disclosure in building relationships and bonds, it is vital to investigate how self-disclosure is affected by avatars utilized in many online communities. In this study, we tested a research model that explores how perceived avatar-self similarity affects self-disclosure via different theoretical constructs such as self-awareness, self-presence, and identifiability. The research model was empirically tested with data from a web-based survey of 209 Second Life users. Results revealed that avatar similarity impacts self-disclosure but with varying effects, depending on how it is mediated by variables of identifiability, self-awareness and self-presence. Specifically, appearance similarity affects homophily, which heightens self-awareness. This results in increased feelings of self-presence, which positively affects self-disclosure. Homophily also has the effect of heightening perceptions of identifiability, which decreases self-disclosure. Implications and applications are discussed.     

Impact of multimodal feedback on simulated ergonomic measurements in a virtual environment: A case study with manufacturing workers

The purpose of this study was to evaluate the impact of multimodal feedback on ergonomic measurements in a virtual environment (VE) for a typical simulated drilling task. In total, sixty male manufacturing industry workers were divided into five groups. One group performed the working task in a real environment (RE), and ergonomic measurements for this group were used as the baseline for evaluation. The other four groups performed the same task in a virtual environment with different feedback treatments (visual with or without auditory and/or tactile feedback). Five indices – task completion time, maximum force capacity reduction, body part discomfort, rated perceived exertion, and rated task difficulty – were used to evaluate the measurements of each of the four treatments in VE in comparison to the baseline group in RE. The results indicate that the five indices for each of the four treatment groups were significantly higher than those of the RE group. Moreover, the indices of the visual‐only group were significantly higher than those of the other three groups with auditory and/or tactile feedback treatments. The findings of this study can provide a guideline for ergonomic evaluations of work designs in VE and for establishing a virtual reality simulation system. © 2011 Wiley Periodicals, Inc.