As with other forms of human communication, text-based computer-mediated communication (CMC) media, such as email, instant messaging, and online texting, are often used as a means to persuade others. However, unlike most other media, which feature structural bias in their support for either interpersonal or broadcast communication modes, text- based CMC supports both modes. As a result, CMC text messages frequently have ambiguous origins. We argue that individuals respond to this ambiguity by categorizing these messages based on characteristics that distinguish interpersonal messages from broadcast messages, and receivers tend to comply to a greater extent with those messages that they perceive as interpersonal. Based on these arguments, we present a fundamentally new online textual persuasion model. In empirically testing the model in an online experiment that we assessed with structural equation modeling, we found that it exhibited strong explanatory power and additional utility in augmenting existing online persuasion models. The results offer important theoretical contributions to human-computer interaction research generally and provide practical specific insights for improving persuasive communication via text-based CMC.
Interpersonal Model of Online Textual Persuasion.
AIS Transactions on Human-Computer Interaction, 14(1), 30-59.
When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.