Experimental tests of normative group influence and representation effects in computer-mediated communication: When interacting via computers differs from interacting with computers
Experimental tests of normative group influence and representation effects in computer-mediated communication: When interacting via computers differs from interacting with computers
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DOI：
10.1111/j.1468-2958.2002.tb00812.x
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发表时间：
2002-07-01
影响因子：
5
通讯作者：
Nass, C
中科院分区：
文献类型：
--
作者：
Lee, EJ;Nass, C
两个实验解决了规范性社会影响在匿名计算机中介通信（CMC）和人机交互（HCI）中是否以及如何运作的问题。在实验1中，一个2（公开回应vs.私人回应）x 2（一个互动者vs.四个互动者）x 3（文本框vs.简笔画vs.动画角色）混合设计实验（N = 72），我们研究了从众压力在模拟CMC环境中的作用。每个参与者被要求在其他参与者（表面上的）给出一致的意见后，在假设的社会困境中做出决定。该实验考察了互动伙伴在屏幕上的视觉表现是如何调节这种社会影响过程的。与私下给出的回答相比，当参与者的回答被其他人看到时，群体从众效应更为显著。此外，参与者认为，与文本框或简笔画代表的伙伴相比，拟人化角色代表的伙伴更有能力、更有社会吸引力、更值得信赖。实验2复制了实验1，用电脑而不是（表面上的）人来代替交互，以创造一个预期不会发生规范压力的交互环境。互动伙伴（人类vs.计算机）的感知调节了群体从众效应，因此人们与人类伙伴比与计算机在公共场合表现出更大的一致性。在个人意见的表达上没有发现这种差别。正如预期的那样，计算机代理的数量并不影响参与者的意见，无论是在私人还是在公共场合给出的回答，而视觉表示对一致性测量和源感知变量都有显著影响。
Two experiments addressed the questions of if and how normative social influence operates in anonymous computer-mediated communication (CMC) and human-computer interaction (HCI). In Experiment 1, a 2 (public response vs. private response) x 2 (one interactant vs. four interactants) x 3 (textbox vs. stick figure vs. animated character) mixed-design experiment (N = 72), we investigated how conformity pressure operates in a simulated CMC setting. Each participant was asked to make a decision in hypothetical social dilemmas after being presented with a unanimous opinion by other (ostensible) participants. The experiment examined how the visual representation of interaction partners on the screen moderates this social influence process. Group conformity effects were shown to be more salient when the participant's responses were allegedly seen by others, compared to when the responses were given in private. In addition, participants attributed greater competence, social attractiveness, and trustworthiness to partners represented by anthropomorphic characters than those represented by textboxes or stick figures. Experiment 2 replicated Experiment 1, replacing interaction with a computer(s) rather than (ostensible) people, to create an interaction setting in which no normative pressure was expected to occur. The perception of interaction partner (human vs. computer) moderated the group conformity effect such that people expressed greater public agreement with human partners than with computers. No such difference was found for the private expression of opinion. As expected, the number of computer agents did not affect participants' opinions whether the responses were given in private or in public, while visual representation had a significant impact on both conformity measures and source perception variables.