Exploring the Effects of Social Influence on User Behavior Targeted to Feedback Sharing

Exploring the Effects of Social Influence

on User Behavior Targeted to Feedback Sharing

Agnis StibeDoctoral Candidate and Project

Researcher

agnis.stibe@oulu.fi+358 401490499

@agsti

Harri Oinas-KukkonenProfessor

.oulu.fi

Agnis Stibe and Harri Oinas-Kukkonen “Exploring the Effects of Social Influence on User Behavior Targeted to Feedback Sharing”

Why did it?

What did?

Who are?

How did it?

What found?

What concluded?

IADIS WWW/Internet ConferenceMadrid, October 19, 2012

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Why did it?

What did?

Who are?

How did it?

What found?

What concluded?

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PROJECT

Social Media Integrated in

Physical Space

(Airports)

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How social media can be used to

increase traveler’s participation in

feedback sharing while in airports

?IADIS WWW/Internet ConferenceMadrid, October 19, 2012

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Why did it?

What did?

Who are?

How did it?

What found?

What concluded?

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Persuasive 2012Linköping, Sweden: June 7, 2012

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Why did it?

What did?

Who are?

How did it?

What found?

What concluded?

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We are group

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Oulu Advanced Research on

Software and Information Systems

Socio-T

echnica

l Syst

Human-Computer Interaction

Persuasive Technology

Behavior Change Support Systems

Persuasive Systems Design model

28 Features

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Persuasio

The influence of beliefs, attitudes, intentions, motivations, or behaviors.

A process aimed at changing people’s

attitude or behavior by using written or spoken words to convey information,

feelings, or reasoning, or a combination of them.

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Persuasive Technology

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Domains Health

Energy

Ecology

Business

Chatterjee, S. and Price, A. 2009 “Healthy Living with Persuasive Technologies: Framework, Issues, and

Challenges.”

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Behavior Change

Support Syste

is a socio-technical information system with psychological and behavioral outcomes

designed to form, alter or reinforce

attitudes, behaviors or an act of complying

without using coercion or deception.

Oinas-Kukkonen, H. 2012 “A Foundation for the Study of Behavior Change Support

Systems.”

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Persuasiv

e Systems D

featuresin 4 categories

Social Influence

Oinas-Kukkonen, H. and Harjumaa, M. 2009 “Persuasive Systems Design: Key Issues, Process Model, and System

Features.”

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How people located in airports can be

socially influenced through

information systems to change their

behavior targeted to feedback sharing

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Why did it?

What did?

Who are?

How did it?

What found?

What concluded?

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ResearchFramework

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Implementation

Social Learning

Social Facilitation Cooperation

Recognition

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Implementation

Social Learning

Social Facilitation

Competition

Cooperation

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37 18 19Participants Recognition Competition

Female Male

20-24 years 25-29 years Over 30 years

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Why did it?

What did?

Who are?

How did it?

What found?

What concluded?

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92%Useful for feedback

collection

84%Encouraged users

to participate

Increase user Participation in developing or improving services provided by airports or airline companies

73%Believed, to some

degree, that the system would work well in a real airport

Feedback Participation Real Airport

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78%Tweets provided by

others on the big screen encouraged to come up with own tweets

81%The displayed number

of how many others were tweeting at the same time was as a positive motivator

70%The goal of 100 tweets

was perceived as a group task that requires cooperation

Social Learning Social Facilitation Cooperation

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70%Twitter is a powerful

tool to call for action outside the virtual world

73%Saw themselves in the

list of top responders or recognized with special titles

68%The displayed list of

top responders or public recognition motivated to improve performance

Influential Saw Themselves Competition/Recognition

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< 6 months

**The content tweeted by others encouraged me to create my own responses

Social Learning

> 6 months

**I tweet at least monthly on average

*I consider myself more than just a reader

Frequent/Contributors

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AT LEASTMONTHLY

Social Facilitation

NEVER OR SOMETHIM

Cooperation Influential

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RECOGNITION

*I felt more willing to post additional tweets as the total number of tweets got closer to the goal of 100

COMPETITION

Cooperation

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HAVE SEEN BEING

RECOGNIZED

**Tweets provided by others on the big display encouraged me to come up with my tweets

*I felt more willing to post additional tweets as the total number of tweets got closer to the goal of 100

HAVE NOT SEEN BEING RECOGNIZED

Social Learning Cooperation

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Why did it?

What did?

Who are?

How did it?

What found?

What concluded?

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Frequent Tweeters

Influential70%

Less Experienced

Frequent Tweeters>

Agnis.Stibe@oulu.fi

@agsti

+358 401490499

Thanks to:

the Foundation of Nokia Corporation

the Finnish Funding Agency for Technology and Innovation

the Doctoral Program on Software and Systems Engineering

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