How user personality and social value orientation influence avatar-mediated friendship
Purpose: The purpose of this paper is to study the influence of user personality and vlaues on the number of connections users make, the number of requests for connections that users give out, and the number of connections invitations users receive.
Design/methodology/approach: This is a field study of 179 participants interacting in a novel virtual world. The world’s server logs are used to capture sociometrics about the users and their interaction.
Findings: Findings suggest that personality and values influence the number of friends users make and the number of friendship requests users give out, but not the number of friendship invitations users receive. Only one personality trait – conscientiousness – exhibits homophily.
Originality/value: Perosnality and social value orientation have rarely been studied together in information systems (IS) research, despite research showing the two have an impact on IS relevant constructs. The use of server logs for data capture is novel. Avatar friendship is an under-researched concept in IS.
Publication titleInformation Technology and People
PublisherEmerald Publishing Limited
Place of publicationUnited Kingdom
Rights statementCopyright © 2016, Emerald Group Publishing Limited. This is an author-created, un-copyedited version of an article accepted for publication in Information Technology and People