david van kerkhof george saad. problem definition suggested solution: control methods how control...
TRANSCRIPT
David van KerkhofGeorge Saad
Problem definition Suggested solution: control methods How control methods fit different
problems
Online groups often fail because their members can't overcome similar problems that regularly emerge.
1. Trust2. Free rider problems3. Loyalty problems
Free rider problem: A member can hope that others contribute to the fulfillment of the common group goal and he can spend his time only on the fulfillment of his individual goals.
Trust problem: In situations of a strong competition between employees for individual promotion, there may not be trust of benefit exchange.
Loyalty problem: member‘s interests in the online group have to be compatible with many other members’ interests so that a large enough number of members is attracted to the group and stays.
What types of online groups Face what types of problems What kinds of social control Which social control method is
adequate to diminish what type of problem in which group
The behavior of a member gives some indication to others about his decision frame.
1 Bilateral signals: two members2 Signals to the whole group: 3 Administrator signals: behavioral
standards
Frame stabilizing tools work by increasing the salience of the common group goal. They enhance the individual's attention to the frame of the group.
Indirect monitoring tools that provide opportunities and incentives for the members to send relational signals that indicate accordance to the group frame.
Direct control tools through enhancing the real direct benefits of a group member
Direct control tools are more useful for the stimulation of active member participation under a low degree of relational interests in the group than under a high degree.
Frame stabilizing tools and indirect monitoring tools are more useful for the stimulation of active member participation under a high degree of relational interests in the group than under a low degree.
Social embeddedness Multifunctionality
Short term: apply the 3 techniques Long term: try to change the degree of
relational interest by increasing multi-functionality and social embeddedness
Under which conditions are particular types of social control
more adequate for stimulating active participation?
Applied to eBay and teachers community
Active participation: Rule compliance Membership stimulation
eBay: relational interest low Teachers: relational interest high
Direct control more accepted for eBay Conflicting interests, low social embeddedness Low relational interest Problems of trust not to be solved through weak
control
Indirect control more accepted for teachers High relational interests Do not want them destroyed through direct control
Direct control accepted for rule compliance
Doubtful for membership stimulation Members do not like it eBay members accept it more
eBay members find weak social control to be more effective
eBay members consider weak social control more effective?!
Implications for designing OLCs
Only two communities tested Difference relational interests not the
only determinant for acceptance of social control measures Size of community, # sub-communities,
difference between users
Two conceptual mechanisms Identity-based commitment Bond-based commitment
Both lead to members returning Bond-based: 11% more Identity-based: 44% more!
Provide targeted information Encourage repeated exposure Facilitate communication
Both for bond- & identity-based group Control group had normal lay-out
Field experiment No equal exposure
Laboratory experiment Same results
Higher self-reported commitment No difference in kind of commitment
Bond-based versus identity-based
Strongest effect in identity condition Easier to establish?
Identity- and bond-oriented features substantial increases in commitment
Relationships development between new comers and the community
Some hypotheses are derived new comers point of view Eg: # responses increase their strength to
the community community point of view Better relashionship when posts include
testimonials People who receive more replies stay
longer
Characteristics of interaction reinforce the development and maintenance of social relationship between them