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Prosocial behaviour in avatar‐mediated interaction: the influence of character gender on material versus emotional help‐giving

Prosocial behaviour in avatar‐mediated interaction: the influence of character gender on material... Purpose – Research on prosocial behaviour shows that help‐giving differs between the sexes. Gender role theory posits that males specialise in material aid, while females specialize in emotional support. Today, people increasingly help and support each other via online environments. The purpose of this study is to examine whether the genders of avatars used in online interactions influence help‐giving behaviour in similar ways as physical sex does in face‐to‐face situations. Design/methodology/approach – An empirical study was conducted using a unique observational data set from a Japanese massively‐multiplayer online game. Instances of help‐giving were identified from conversation logs, coded, and analysed statistically to discover differences between male and female avatars and different help types. Findings – Avatar gender is found to influence help‐giving in ways that deviate from expected gender roles: female avatars are more likely than males to provide assistance in the form of material support and labour, and no more likely than males to provide emotional support. Female avatars are more likely to give help to male avatars than other females. The results are explained using behavioural confirmation and self‐perception theory. Research limitations/implications – Physical sex was not controlled for, but most players were male. The study should be repeated in other environments. Practical implications – The results suggest that designers can prime users towards prosocial behaviours by tuning the available line‐up of avatars. Originality/value – The research question and use of observational data are novel. The study is valuable to online educators, companies seeking to reduce customer support costs through peer help, and policymakers dealing with ICTs and societal change. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png On the Horizon Emerald Publishing

Prosocial behaviour in avatar‐mediated interaction: the influence of character gender on material versus emotional help‐giving

Mika Lehdonvirta; Vili Lehdonvirta; Akira Baba
On the Horizon , Volume 19 (3): 9 – Aug 16, 2011
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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1074-8121
DOI
10.1108/10748121111163878
Publisher site
See Article on Publisher Site

Abstract

Purpose – Research on prosocial behaviour shows that help‐giving differs between the sexes. Gender role theory posits that males specialise in material aid, while females specialize in emotional support. Today, people increasingly help and support each other via online environments. The purpose of this study is to examine whether the genders of avatars used in online interactions influence help‐giving behaviour in similar ways as physical sex does in face‐to‐face situations. Design/methodology/approach – An empirical study was conducted using a unique observational data set from a Japanese massively‐multiplayer online game. Instances of help‐giving were identified from conversation logs, coded, and analysed statistically to discover differences between male and female avatars and different help types. Findings – Avatar gender is found to influence help‐giving in ways that deviate from expected gender roles: female avatars are more likely than males to provide assistance in the form of material support and labour, and no more likely than males to provide emotional support. Female avatars are more likely to give help to male avatars than other females. The results are explained using behavioural confirmation and self‐perception theory. Research limitations/implications – Physical sex was not controlled for, but most players were male. The study should be repeated in other environments. Practical implications – The results suggest that designers can prime users towards prosocial behaviours by tuning the available line‐up of avatars. Originality/value – The research question and use of observational data are novel. The study is valuable to online educators, companies seeking to reduce customer support costs through peer help, and policymakers dealing with ICTs and societal change.

Journal

On the Horizon – Emerald Publishing

Published: Aug 16, 2011

Keywords: Gender; Behaviour; Social interaction; Social networking sites

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