Start Date
11-12-2016 12:00 AM
Description
As corporations as well as governments employ online discussions in participatory processes, they sometimes allow for anonymous communication. While this may free reticent members' opinions, it may also evoke negative dis-inhibition. Moreover, anonymity may alter the way arguments are perceived with regard to message quality, credibility, and eventually persuasiveness. Our research focuses on how technological as well as social factors in information systems shape human behavior. This research-in-progress article therefore proposes a study design to systematically investigate the effect of user anonymity on communication persuasiveness by varying user identifiability in a corporate discussion platform scenario. Based on the elaboration likelihood model of persuasion and de-individualization theory, we develop a research model based on the intermediating factors perceived social presence, user credibility, and user involvement. Our model proposes that anonymity decreases social presence and credibility, leading to reduced persuasiveness. We address highly relevant design issues for both platform operators and users.
Recommended Citation
Wagenknecht, Thomas; Teubner, Timm; and Weinhardt, Christof, "The Impact of Anonymity on Communication Persuasiveness in Online Participation" (2016). ICIS 2016 Proceedings. 1.
https://aisel.aisnet.org/icis2016/HumanBehavior/Presentations/1
The Impact of Anonymity on Communication Persuasiveness in Online Participation
As corporations as well as governments employ online discussions in participatory processes, they sometimes allow for anonymous communication. While this may free reticent members' opinions, it may also evoke negative dis-inhibition. Moreover, anonymity may alter the way arguments are perceived with regard to message quality, credibility, and eventually persuasiveness. Our research focuses on how technological as well as social factors in information systems shape human behavior. This research-in-progress article therefore proposes a study design to systematically investigate the effect of user anonymity on communication persuasiveness by varying user identifiability in a corporate discussion platform scenario. Based on the elaboration likelihood model of persuasion and de-individualization theory, we develop a research model based on the intermediating factors perceived social presence, user credibility, and user involvement. Our model proposes that anonymity decreases social presence and credibility, leading to reduced persuasiveness. We address highly relevant design issues for both platform operators and users.