Impact of anonymity on roles of personal and group identities in online communities |
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| Authors: | Kyung Kyu Kim Ae Ri Lee Un-Kon Lee |
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| Affiliation: | 1. Department of Business Management, The State University of New York, Korea, 119 Songdo Moonhwa-ro, Yeonsu-gu, Incheon, 21985, Republic of Korea;2. Department of Business Administration, Sangmyung University, 20 Hongjimun 2-gil, Jongno-gu, Seoul, 03016, Republic of Korea;3. College of Economics and Business Administration, The University of Suwon, 17 Wauan-gil, Bongdam-eup, Hwaseong-si, Gyeonggi-do, 18323, Republic of Korea |
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| Abstract: | Extant research on the control of anonymous human behavior is inconclusive because of its focus on partial aspects of the self-concept. Multiple self-concepts are usually effective in any given situation. Hence, a holistic approach is preferred over a fragmented picture of the self. We investigate anonymous online communities to determine whether multiple self-concepts concurrently control human behavior.Data were collected from 1453 users through a web-based survey. The results showed that multiple self-concepts concurrently influenced argument quality through group norm conformity, whereas private-self directly influenced argument quality. Furthermore, online anonymity decreased the influence of group identity, contrary to existing assertions. |
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| Keywords: | Online anonymity Group identification Personal identity Social identity model of deindividuation effects Online discussion community |
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