Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지
DOI QR코드

DOI QR Code

The Relationship between Anonymity, Personal and Group Identities, and Discussion Quality in Online Discussion Communities

온라인 토론 커뮤니티에서의 익명성과 개인 및 집단 정체성, 토론의 질 간의 영향 연구

  • Ae Ri Lee (Department of Business Administration, Sangmyung University)
  • Received : 2019.05.07
  • Accepted : 2019.06.25
  • Published : 2019.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

As the use of ICT became a part of daily social life, online community has emerged as a new type of social organization. Online community is a virtual space which enables many people to participate and contribute together to collective knowledge. Anonymity in online communities can encourage active social participation by people with various social constraints, however, anonymity can also lead to serious social pathology. As a result, it is necessary to study on what is fundamentally influencing human behavior and how people's behavior is controlled in anonymous online community. This study focuses on human identity and investigate the factors affecting human behavior control in anonymous online environment by examining various aspects of identity in online discussion community. This study empirically verifies the causal relationship between factors, including social & technical anonymities, various identity dimensions, intrinsic motivation to participate in the community, group norm conformity, and quality of discussion. It also analyzes the difference between groups by the level of anonymity, gender, age, community usage period, and discussion topic. Based on the findings, this research provides theoretical and practical implications for online community management strategies and a better culture on Internet discussion.

정보통신기술(ICT) 사용이 사회생활 깊숙이 융화됨에 따라, 온라인 커뮤니티와 같은 새로운 유형의 사회집단형태가 출현하였다. 온라인 커뮤니티는 시공간을 초월한 많은 사람들이 함께 참여하고 공헌함으로써 집합적 지식이 생성되고 분배될 수 있도록 한다. 대게 온라인 커뮤니티에서는 익명성을 제공하는데, 익명성은 여러 가지 사회적 제약을 가지고 있는 사람들의 적극적인 사회적 참여를 가능케 하여 다양한 의사표현과 보다 많은 이들의 참여 활동 증가 등의 긍정적인 역할을 할 수 있다. 그러나 익명성은 개인의 실제 정체성을 파악할 수 없는 상태를 제공하므로, 이를 악용하여 심각한 사회적 병리현상을 초래하기도 한다. 이에 따라 최근 익명성이 제공되는 온라인 커뮤니티에서 사람들의 행위에 근본적으로 영향을 주는 것은 무엇이며, 사람들의 행위가 어떻게 통제되는가에 대한 연구의 필요성이 증가하고 있다. 본 연구는 익명성 환경에서 인간의 행위를 통제하는 주요 요인으로 사람의 정체성에 주목하고, 정체성에 대한 이론을 종합적으로 검토하여 연구 모델을 설정하였다. 본 연구에서는 자아를 형성하는 다양한 측면인 사회적 집단 정체성과 개인 정체성(공적 자아의식, 사적 자아의식)을 전체적으로 살펴봄으로써 익명성이 보장된 온라인 환경에서 인간의 행위 통제에 영향을 주는 요인과 그 결과를 온라인 토론 커뮤니티를 중심으로 분석하였다. 특히 건전한 온라인 커뮤니티 토론 운영을 위해서는, 참여 멤버들이 커뮤니티에서 형성된 집단 규범을 준수하고, 적극적으로 참여하도록 동기가 부여되어, 결과적으로 양질의 토론의 장이 펼쳐질 수 있도록 하는 것이 매우 중요하다. 이에 대해 본 연구는 사회적/기술적 익명성과 다양한 정체성 측면, 내적 참여 동기부여 정도, 집단 규범 준수, 그리고 온라인 토론의 질이 어떠한 인과관계가 있는지 실증적으로 검증하였다. 또한 익명성 수준별, 커뮤니티의 토론 주제별, 남녀별, 연령대별, 커뮤니티 가입기간별 그룹 간 차이점을 분석하였다. 본 연구를 통해, 물리적인 대면 조직이 아닌 가상의 온라인 커뮤니티 상에서 사람들의 행동 통제에 대한 영향 요인과 결과적 현상을 분석함으로써, 온라인 커뮤니티 운영 전략과 양질의 인터넷 토론 문화 정립에 관한 이론적, 실무적 시사점을 제시할 수 있다.

Keywords

Acknowledgement

이 논문은 2017년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2017S1A5A8019029).

References

  1. Baumeister, R. F., "The self", In D. T. Gilbert, S. T. Fiske, and G. Lindzey (Eds.), Handbook of Social Psychology, New York: McGraw-Hill, 1998. 
  2. Butler, B. S., P. J. Bateman, P. H. Gray, and E. I. Diamant, "An attraction-selection-attrition theory of online community size and resilience", MIS Quarterly, Vol.38, No.3, 2014, pp. 699-728.  https://doi.org/10.25300/MISQ/2014/38.3.04
  3. Carr, C. T., J. Vitak, and C. McLaughlin, "Strength of social cues in online impression formation: Expanding SIDE research", Communication Research, Vol.40, No.2, 2013, pp. 261-281.  https://doi.org/10.1177/0093650211430687
  4. Chin, W. W., B. L. Marcolin, and P. R. Newsted, "A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study", Information systems research, Vol.14, No.2, 2003, pp. 189-217.  https://doi.org/10.1287/isre.14.2.189.16018
  5. Chiu, C. M., M. H. Hsu, and E. T. Wang, "Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories", Decision Support Systems, Vol.42, No.3, 2006, pp. 1872-1888.  https://doi.org/10.1016/j.dss.2006.04.001
  6. Choi B. M., Park, M. J., and Chai, S. M., "Effect of Emotional Elements in Personal Relationships on Multiple Personas from the Perspective of Teenage SNS Users", Information Systems Review, Vol.18, No.2, 2016, pp. 199-223.  https://doi.org/10.14329/isr.2016.18.2.199
  7. Christopherson, K., "The positive and negative implications of anonymity in Internet social interactions: 'On the Internet, Nobody Knows You're a Dog'", Computers in Human Behavior, Vol.23, No.6, 2007, pp. 3038-3056.  https://doi.org/10.1016/j.chb.2006.09.001
  8. Cialdini, R. B.and M. Trost, "Social influence: Social norms, conformity, and compliance", In D. Gilbert, S. Fiske, and G. Lindzey (Eds.), The Handbook of Social Psychology, New York: McGraw-Hill, 1998. 
  9. Deaux, K., "Social identity", Encyclopedia of Women and Gender, Vol.1&2, 2001, pp. 1-9. 
  10. Deci, E. L. and R. M. Ryan, Intrinsic Motivation and Self-Determination in Human Behavior, New York: Plenum Press, 1985. 
  11. Faraj, S. and S. L. Johnson, "Network exchange patterns in online communities", Organization Science, Vol.22, No.6, 2011, pp. 1464-1480.  https://doi.org/10.1287/orsc.1100.0600
  12. Faraj, S., S. Kudaravilli, and M. Wasko, "Leading collaboration in online communities", MIS Quarterly, Vol.39, No.2, 2015, pp. 393-412.  https://doi.org/10.25300/MISQ/2015/39.2.06
  13. Fornell C. and D. F. Larcker, "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, Vol.18, No.1, 1981, pp. 39-50.  https://doi.org/10.1177/002224378101800104
  14. Gefen, D., D. Straub, and M. C. Boudreau, "Structural equation modeling and regression: Guidelines for research practice", Communications of the Association for Information Systems, Vol.4, No.1, 2000, pp. 1-77. 
  15. Haines, R. and J. E. Cheney Mann, "A new perspective on de-individuation via computer-mediated communication", European Journal of Information Systems, Vol.20, No.2, 2011, pp. 156-167.  https://doi.org/10.1057/ejis.2010.70
  16. Hair, J. F., R. E. Anderson, R. L. Tatham, and W. C. Black, Multivariate Data Analysis with Readings (fifth ed.), New York: Macmillan, 1998. 
  17. Han, H. K., "Can people using hub sites or crossing conservative and liberal sites alter the fragmented and polarized online public sphere?", Locality & Communication, Vol.12, No.2, 2011, pp. 391-426. 
  18. Hayne, S. C., C. E. Pollard, and R. E. Rice, "Identification of comment authorship in anonymous group support systems", Journal of Management Information Systems, Vol.20, No.1, 2003, pp. 301-326.  https://doi.org/10.1080/07421222.2003.11045755
  19. Hess, T. J., M. Fuller, and D. E. Campbell, "Designing interfaces with social presence: Using vividness and extraversion to create social recommendation agents", Journal of the Association for Information Systems, Vol.10, No.12, 2009, pp. 889-919.  https://doi.org/10.17705/1jais.00216
  20. Hitlin, S., "Values as the core of personal identity: Drawing links between two theories of self", Social Psychology Quarterly, Vol.66, No.2, 2003, pp. 118-137.  https://doi.org/10.2307/1519843
  21. Ho, S. S. and D. M. McLeod, "Social-psychological influences on opinion expression in face-to-face and computer-mediated communication", Communication Research, Vol.35, No.2, 2008, pp. 190-207.  https://doi.org/10.1177/0093650207313159
  22. Hogg, M. and D. Terry, "Social identity and self-categorization processes in organizational contexts", Academy of Management Review, Vol.25, No.1, 2000, pp. 121-140.  https://doi.org/10.2307/259266
  23. Hollingshead, A. B., "Dynamics of leader emergence in online groups", in: Z. Birchmeier, B. Dietz-Uhler, and G. Stasser (Eds.), Strategic Uses of Social Technology: An Interactive Perspective of Social Psychology, Cambridge University Press, Cambridge, 2011. 
  24. Joinson, A., "Self-disclosure in computer-mediated communication: The role of self-awareness and visual anonymity", European Journal of Social Psychology, Vol.31, No.2, 2001, pp. 177-192.  https://doi.org/10.1002/ejsp.36
  25. Kingsley-Hughes, A. and K. Kingsley-Hughes, Building Forums with VBulletin: Creating and Maintaining Online Discussion Forums, Packt Publishing Ltd., 2006. 
  26. Kwon Y. J., E. Y. Na, S. R. Park, E. M. Kim, J. Y. Lee, and Y. N. Ko, "Digital natives and digital immigrants: Comparing the impact of online activities on their perception of social connectedness", Korean Journal of Broadcasting and Telecommunication Studies, Vol.29, No.2, 2015, pp. 5-40. 
  27. Lee, E. J., "When and how does depersonalization increase conformity to group norms in computer-mediated communication?", Communication Research, Vol.33, No.6, 2006, pp. 423-447.  https://doi.org/10.1177/0093650206293248
  28. Lee, U. K., A. R. Lee, and K. K. Kim, "The effect of anonymity on virtual team performance in online communities", Journal of Society for e-Business Studies, Vol.20, No.1, 2015, pp. 217-241.  https://doi.org/10.7838/JSEBS.2015.20.1.217
  29. Lehto, T. and H. Oinas-Kukkonen, "Explaining and predicting perceived effectiveness and use continuance intention of a behaviour change support system for weight loss", Behaviour & Information Technology, Vol.34, No.2, 2015, pp. 176-189.  https://doi.org/10.1080/0144929X.2013.866162
  30. Leimeister, J. M., W. Ebner, and H. Krcmar, "Design, implementation, and evaluation of trust-supporting components in virtual communities for patients", Journal of Management Information Systems, Vol.2, No.4, 2005, pp. 101-131.  https://doi.org/10.1080/07421222.2005.11045825
  31. Lowry, P. B., G. D. Moody, D. F. Galletta, and A. Vance, "The drivers in the use of online whistle-blowing reporting systems", Journal of Management Information Systems, Vol.30, No.1, 2013, pp. 153-190.  https://doi.org/10.2753/MIS0742-1222300105
  32. Mullen, B., M. J. Migdal, and D. Rozell, "Self-awareness, deindividuation, and social identity: Unraveling theoretical paradoxes by filling empirical lacunae", Personality and Social Psychology Bulletin, Vol.29, No.9, 2003, pp. 1071-1081.  https://doi.org/10.1177/0146167203252747
  33. Owens, T. J., D. T. Robinson, and L. Smith-Lovin, "Three faces of identity", Annual Review of Sociology, Vol.36, 2010, pp. 477-499.  https://doi.org/10.1146/annurev.soc.34.040507.134725
  34. Oyserman, D., K. Elmore, and G. Smith, "Self, self-concept, and identity", in M. R. Leary, and J. P. Tangney (Eds.), Handbook of Self and Identity, The Guilford Press, 2012. 
  35. Pinsonneault, A. and N. Heppel, "Anonymity in group support systems research: A new conceptualization, measure, and contingency framework", Journal of Management Information Systems, Vol.14, No.3, 1997, pp. 89-108.  https://doi.org/10.1080/07421222.1997.11518176
  36. Pool, G. J. and A. F. Schwegler, "Differentiating among motives for norm conformity", Basic and Applied Social Psychology, Vol.29, No.1, 2007, pp. 47-60.  https://doi.org/10.1080/01973530701330983
  37. Postmes, T., R. Spears, A. Lee, and R. J. Novak, "Individuality and social influence in groups: Inductive and deductive routes to group identity", Journal of Personality and Social Psychology, Vol.89, No.5, 2005, pp. 747-763.  https://doi.org/10.1037/0022-3514.89.5.747
  38. Postmes, T., R. Spears, K. Sakhel, and D. de Groot, "Social influence in computer-mediated communication: the effects of anonymity on group behavior", Personality and Social Psychology Bulletin, Vol.27, No.10, 2001, pp. 1243-1254.  https://doi.org/10.1177/01461672012710001
  39. Prentice-Dunn, S. and R. W. Rogers, "Effects of public and private self-awareness on deindividuation and aggression", Journal of Personality and Social Psychology, Vol.43, 1982, pp. 503-513.  https://doi.org/10.1037/0022-3514.43.3.503
  40. Prentice-Dunn, S. and R. W. Rogers, "Deindividuation and the self-regulation of behavior", in: P. B. Paulus (Ed.), The Psychology of Group Influence (2nd ed.), Hillsdale, Lawence Erlbaum, NJ, 1989. 
  41. Reicher, S. D., R. Spears, and T. Postmes, "A social identity model of deindividuation phenomenon", European Review of Social Psychology, Vol.6, 1995, pp. 161-198.  https://doi.org/10.1080/14792779443000049
  42. Ren, Y., F. M. Harper, S. Drenner, L. G. Terveen, S. B. Kiesler, J. Riedl, and R. E. Kraut, "Building member attachment in online communities: Applying theories of group identity and interpersonal bonds", MIS Quarterly, Vol.36, No.3, 2012, pp. 841-864.  https://doi.org/10.2307/41703483
  43. Scott, S. and W. Orlikowski, "Entanglements in practice: Performing anonymity through social media", MIS Quarterly, Vol.38, No.3, 2014, pp. 873-893.  https://doi.org/10.25300/MISQ/2014/38.3.11
  44. Seo, J., W. B. Croft, and D. A. Smith, "Online community search using thread structure", In Proceedings of the 18th ACM conference on Information and Knowledge Management, Hong Kong, China, 2009. 
  45. Spears, R. and M. Lea, "Social influence and the influence of the 'social' in computer-mediated communication", In M. Lea (Ed.), Contexts of computer-mediated communication (30-65), London: Harvester-Wheatsheaf, 1992. 
  46. Stets, J. E., "Role identities and person identities: gender identity, mastery identity, and controlling one's partner", Sociological Perspectives, Vol.38, No.2, 1995, pp. 129-150.  https://doi.org/10.2307/1389287
  47. Stets, J. and P. Burke, "Identity theory and social identity theory", Social Psychology Quarterly, Vol.63, No.3, 2000, pp. 224-237.  https://doi.org/10.2307/2695870
  48. Suh, A., K. S. Shin, and J. Lee, "The effects of multi-identity on one's psychological state and the quality of contribution in virtual communities: A socio-psychological perspective", Asia Pacific Journal of Information Systems, Vol.20, No.1, 2010, pp. 57-79. 
  49. Trafimow, D., H. C. Triandis, and S. G. Goto, "Some tests of the distinction between the private self and the collective self", Journal of Personality and Social Psychology, Vol.60, No.5, 1991, pp. 649-655.  https://doi.org/10.1037/0022-3514.60.5.649
  50. Valacich, J. S., A. R. Dennis, and J. F. Nunamaker, "Group size and anonymity effects on computer-mediated idea generation", Small Group Research, Vol.23, No.1, 1992, pp. 49-73.  https://doi.org/10.1177/1046496492231004
  51. Van Zomeren, M., T. Postmes, and R. Spears, "Toward an integrative social identity model of collective action: A quantitative research synthesis of three socio-psychological perspectives", Psychological Bulletin, Vol.134, No.4, 2008, pp. 504-535.  https://doi.org/10.1037/0033-2909.134.4.504
  52. Vignoles, V. L., C. Regalia, C. Manzi, J. Golledge, and E. Scabini, "Beyond self-esteem: Influence of multiple motives on identity construction", Journal of Personality and Social Psychology, Vol.90, No.2, 2006, pp. 308-333.  https://doi.org/10.1037/0022-3514.90.2.308
  53. Wodzicki, K., E. Schwammlein, U. Cress, and J. Kimmerle, "Does the type of anonymity matter? The impact of visualization on information sharing in online groups", Cyberpsychology, Behavior, and Social Networking, Vol.14, No.3, 2011, pp. 157-160.  https://doi.org/10.1089/cyber.2009.0383
  54. Wright, S. and J. Street, "Democracy, deliberation and design: the case of online discussion forums", New Media & Society, Vol.9, No.5, 2007, pp. 849-869.  https://doi.org/10.1177/1461444807081230
  55. Yilmaz, G. and J. Pena, "The influence of social categories and interpersonal behaviors on future intentions and attitudes to form subgroups in virtual teams", Communication Research, Vol.41, No.3, 2014, pp. 333-352.  https://doi.org/10.1177/0093650212443696
  56. Zeng, F., L. Huang, and W. Dou, "Social factors in user perceptions and responses to advertising in online social networking communities", Journal of Interactive Advertising, Vol.10, No.1, 2009, pp. 1-13.  https://doi.org/10.1080/15252019.2009.10722159
  57. Zheng, H., D. Li, and W. Hou, "Task design, motivation, and participation in crowdsourcing contests", International Journal of Electronic Commerce, Vol.15, No.4, 2011, pp. 57-88.  https://doi.org/10.2753/JEC1086-4415150402
  58. Zimbardo, P. G., "The human choice: Individuation, reason, and order vs. deindividuation, impulse, and chaos", In W. J. Arnold and D. Levine (Eds.), Nebraska Symposium on Motivation, Lincoln: University of Nebraska Press, 1969.