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Factors affecting individual flaming in virtual communities

Title
Factors affecting individual flaming in virtual communities
Authors
Suh A.Wagner C.
Ewha Authors
서아영
Issue Date
2013
Journal Title
Proceedings of the Annual Hawaii International Conference on System Sciences
ISSN
1530-1605JCR Link
Citation
pp. 3282 - 3291
Indexed
SCOPUS scopus
Abstract
This study explores key factors affecting flaming in virtual communities. Drawing on computer-mediated communication, socio-psychological, andorganizational management perspectives, the study develops and tests a research model that predicts an individual's flaming behavior and flaming restraints. Results of hierarchical regression analyses, based on a 300-person survey, show that regulated anonymity (institutional control) does not have any significant influence on the curbing of flaming. In contrast, technological controls (e.g., persistent labeling, deep profiling) and managerial control significantly inhibit individuals' flaming. Social identity increases flaming due to group conformity in the context of deindividuation. Personal traits (impulsive/temper tendencies) are also significant drivers of flaming. Notably, virtual community type (utilitarian vs. hedonic virtual communities) moderates the factors affecting flaming. © 2012 IEEE.
DOI
10.1109/HICSS.2013.230
ISBN
9780769548920
Appears in Collections:
연구기관 > 경영연구소 > Journal papers
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