Studying the effect of similarity in online task-focused interactions

ABSTRACT

Although the Internet provides powerful tools for social interactions, many tasks-for example, information-seeking-are undertaken as solitary activities. Information seekers are unaware of the invisible crowd traveling in parallel to their course through the information landscape. Social navigation systems attempt to make the invisible crowd visible, while social recommender systems try to introduce people directly. However, it is not clear whether users desire or will respond to social cues indicating the presence of other people when they are focused on a task. To investigate this issue, we created an online game-playing task and paired subjects to perform the task based on their responses to a short survey about demographics and interests. We studied how these factors influence task outcomes, the interaction process, and attitudes towards one's partner. We found that demographic similarity affected how people interact with each other, even though this information was not explicit, while similarities or differences in task-relevant interests did not. Our findings suggest guidelines for developing social recommender systems and show the need for further research into conditions that will help such systems succeed.

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INDEX TERMS

Primary Classification:
  H. Information Systems
  H.5 INFORMATION INTERFACES AND PRESENTATION (I.7)
      H.5.3 Group and Organization Interfaces
          Subjects: Computer-supported cooperative work

Additional Classification:
  H. Information Systems
  H.1 MODELS AND PRINCIPLES
      H.1.2 User/Machine Systems
          Subjects: Human factors
  H.5 INFORMATION INTERFACES AND PRESENTATION (I.7)
      H.5.2 User Interfaces (D.2.2, H.1.2, I.3.6)
          Subjects: Evaluation/methodology
      H.5.3 Group and Organization Interfaces
          Subjects: Synchronous interaction

General Terms:
Design, Experimentation, Human Factors, Measurement

Keywords:
community, demographics, friendship, matchmaking, recommender systems, similarity, social navigation