Impacts of Electronic Self- Portrayal on Newly Formed Virtual Teams Shoshana Altschuller, Iona College Raquel Benbunan-Fich, Baruch College October 12, 2007

Motivation for Study Dispersed team members interacting remotely via electronic means are common. Trust has a positive effect on group performance. The challenge of attaining trust is increased using computer-mediated communication systems (CMCS). “True identity” exposure should have profound effects on the way team members interact. The Electronic self-portrayal continuum

Research Question To what extent do changes in the self- portrayal characteristics of a synchronous CMCS affect the outcomes of ad-hoc virtual group meetings using the system? Does electronic self-portrayal impact trust ? performance?

Electronic Self-Portrayal Electronic self-portrayal (ESP) The extent to which a CMCS portrays true identity (“true-to-life”) Expression of “true self” on the Internet leads to close relationships (Bargh et al., 2002; McKenna et al., 2002). No research studies a CMCS in terms of its ability to reveal who really is on the other end. The way that a person is portrayed online is based on two aspects of their online participation: Personal Representation -- “who they are” Photos Avatars Messaging-based Representation -- “how they formulate messages” Rehearsability (Dennis & Valacich, 1999):  The extent to which a system allows users to reread and edit their own messages before submitting them to be processed by the system.

Research Model VERBAL COMMUNICATION Independent Variable: Electronic Self-Portrayal Dependent Variables TRUST PERSONAL REPRESENTATION MESSAGING-BASED REPRESENTATION Mechanisms PERFORMANCE NON-VERBAL COMMUNICATION

Hypotheses: Dependent Variable Electronic self-portrayal impacts team trust based on Walther’s Hyperpersonal Model (1997): Ha. Communication using a more true-to-life mode of personal representation will result in less trust than will communication using a less true-to-life mode of personal representation. Hb. Communication using a more true-to-life mode of messaging- based representation will result in less trust than will communication using a less true-to-life mode of messaging-based representation. Hc. Communication using a more true-to-life mode of only one form of representation (“Partial ESP”) will result in more trust than will communication using any other combination of representation modes.

Methodology: Experimental Design Messaging-Based Representation High Rehearsability (no keystrokes) Low Rehearsability (keystrokes) Avatar- identified Photo- identified PersonalRepresentation 2x2 Factorial Design

Methodology: Procedure Ad-hoc teams of three Baruch students Perform a given task together using the system Decision-making task Case scenario Current, relevant to the students, ethically charged Each individual filled out pre- and post-task questionnaires All items based on previously validated and used instruments Each group randomly assigned to a condition Identification manipulations: avatar, photo Rehearsability manipulations: High – no visible keystrokes: users type one entire message at a time before submitting them. Low – visible keystrokes: users could see the letters appearing on the screen as their partners type them.

Methodology: Manipulations Avatar- identified Photo- identified BACK

Methodology: Manipulations Chat software: ICQ 2003b Low Rehearsability High Rehearsability Split Layout IRC Style Layout (visible keystrokes) (no visible keystrokes) BACK

Data Analysis Sample 251 usable observations individual observations in each condition Trust survey instrument Adapted from (Jarvenpaa et al., 1998) Confirmatory Factor Analysis Cronbach’s alpha =.90 HANOVA To test for differences in means Hierarchical - adjusts for group effects High Reh. Low Reh. Avatar 6065 Photo 6066

Results Highlights HANOVA describes significant differences in the trust means among treatments (p<.05). Ha and Hb are not supported. Trust is increased in the “Partial ESP” condition – Hc supported. High Rehars. (no keystrokes) Low Rehears. (keystrokes) Avatar Photo

Results Highlights Partial electronic self-portrayal at least one form of true representation and at least one of non-disclosure associated with higher levels of trust ideal balance between idealization and realism Low rehearsability (can see the keystrokes) conveys the “person behind the avatar” exposes the “fool behind the photo”

Results Highlights Electronic self-portrayal continuum confirmed no ESP1 dimension2 dimensions

Next Steps Partial least squares analysis to test the structural properties of the mechanisms in the research model Continued analysis in conjunction with HANOVA on group performance

Contribution Examines two dimensions of electronic self- portrayal and their interaction First to empirically test effects of rehearsability Practical implications for the use of synchronous communication systems The element of “unrealism” that exists in CMC could be one of its most useful characteristics.