Title:	EXPLORING THE EFFECTS OF SOCIAL INFLUENCE ON USER BEHAVIOR TARGETED TO FEEDBACK SHARING
Author(s):	Agnis Stibe, Harri Oinas-Kukkonen
ISBN:	978-989-8533-09-8
Editors:	Bebo White and Pedro Isaías
Year:	2012
Edition:	Single
Keywords:	Social Influence, User Behavior, Feedback, Twitter
Type:	Full Paper
First Page:	281
Last Page:	289
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	The development of networked digital economy keeps opening up new ways for social interactions and interpersonal influences. Drawing upon social sciences theories and the Persuasive Systems Design (PSD) model, this paper explores the effects of social influence design principles on altering user behavior toward engagement in feedback sharing. A theory-driven research framework is composed to underpin the designing of a Twitter-based information system with persuasive social influence features, such as cooperation, competition, recognition, social learning, and social facilitation at its core. Based on a pilot experimental study involving 37 users of the system, the findings indicated several positive effects of the aforementioned persuasive software features. First, cooperation was more salient for active tweeters and users who perceive Twitter as an influential tool. Second, social learning indicated an impact on users with shorter Twitter experience, and together with cooperation, they both demonstrated stronger effects on user behavior when combined with recognition rather than competition. Third, social facilitation presented more significant effects on users who tweet more frequently. Fourth, the results of this pilot study demonstrated considerable persuasive powers of recognition in the design of systems targeted to feedback sharing. This initial pilot study provides valuable input for further research related to social influence on user behavior, and it highlights several useful aspects for designers of persuasive systems.
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