Online auctions, messaging, communication and social facilitation: a simulation and experimental evidence
Online auctions, messaging, communication and social facilitation: a simulation and experimental evidence
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DOI：
10.1057/palgrave.ejis.3000434
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发表时间：
2002-09
影响因子：
9.5
通讯作者：
S. Rafaeli;A. Noy
中科院分区：
文献类型：
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作者：
S. Rafaeli;A. Noy
这是一项关于在线拍卖中社会促进效应的研究。我们关注在线拍卖的增长以及即时消息和通信可用性技术的出现。这两种趋势融合在一起，提供了一种协作式在线社交框架，其中计算机介导的通信可能会影响在线拍卖参与者的行为。在传统的面对面市场中，买家和卖家之间的互动会产生社会促进等现象，其中其他人的存在会影响行为和绩效。在这项研究中，我们尝试在虚拟存在的条件下复制和测量社会促进效应。社交促进是否适用于在线拍卖？如果适用，它如何影响在线设置的设计？我们开发并使用了基于 Java 的模拟互联网荷兰式拍卖。我们的研究结果表明，社会促进确实存在。在一项实验测试中，参与者在虚拟存在感较高的条件下提高了他们的成绩并在拍卖中停留更长时间。参与者还表示偏好虚拟存在程度较高的拍卖安排。从理论上讲，这项研究有助于社会促进的研究，增加了虚拟存在时效果的证据。
This is a study of social facilitation effects in online auctions. We focus on the growth in online auctions, and the emergence of instant messaging and communication availability technologies. These two trends merge to provide a collaborative online social framework in which computer mediated communication may affect the behaviour of participants in online auctions. The interaction between buyers and sellers in traditional, face-to-face markets creates phenomena such as social facilitation, where the presence of others impacts behaviour and performance. In this study we attempt to replicate and measure social facilitation effects under the conditions of virtual presence. Does social facilitation apply to online auctions, and if so, how can it influence the design of online settings? We developed and used a simulated, Java-based Internet Dutch auction. Our findings indicate that social facilitation does indeed occur. In an experimental examination, participants improve their results and stay longer in the auction under conditions of higher virtual presence. Participants also indicate a preference for auction arrangements with higher degrees of virtual presence. Theoretically, this study contributes to the study of social facilitation, adding evidence of the effect when the presence is virtual.