DocumentCode :
1584235
Title :
Factors Affecting Individual Flaming in Virtual Communities
Author :
Suh, Ayoung ; Wagner, Christian
fYear :
2013
Firstpage :
3282
Lastpage :
3291
Abstract :
This study explores key factors affecting flaming in virtual communities. Drawing on computer-mediated communication, socio-psychological, and organizational management perspectives, the study develops and tests a research model that predicts an individual´s flaming behavior and flaming restraints. Results of hierarchical regression analyses, based on a 300-person survey, show that regulated anonymity (institutional control) does not have any significant influence on the curbing of flaming. In contrast, technological controls (e.g., persistent labeling, deep profiling) and managerial control significantly inhibit individuals´ flaming. Social identity increases flaming due to group conformity in the context of deindividuation. Personal traits (impulsive/temper tendencies) are also significant drivers of flaming. Notably, virtual community type (utilitarian vs. hedonic virtual communities) moderates the factors affecting flaming.
Keywords :
Deindividuation theory; Flaming; Personal trait theory; SIDE; Virtual community;
fLanguage :
English
Publisher :
ieee
Conference_Titel :
System Sciences (HICSS), 2013 46th Hawaii International Conference on
Conference_Location :
Wailea, HI, USA
ISSN :
1530-1605
Print_ISBN :
978-1-4673-5933-7
Electronic_ISBN :
1530-1605
Type :
conf
DOI :
10.1109/HICSS.2013.230
Filename :
6480239
Link To Document :
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