虚拟社区中他人群体身份对利他行为的影响

Effects of Group Identity of Others in Altruistic Behavior in Virtual Communities

为探究虚拟社区中利他行为的发生机制,本研究采用独裁者范式进行了两个实验。实验一检验了他人群体身份对个体利他行为的影响,实验二探讨了虚拟社区感在他人群体身份影响利他行为中的调节作用,旨在为探讨虚拟社区中他人群体身份对利他行为的影响及其机制提供实证支持。结果发现:人们对和自己属于同一虚拟社区的人表现出更高程度的利他行为;虚拟社区感在内群体对利他行为的影响表现在:高虚拟社区感的被试在内群体条件下的利他行为程度显著高于控制条件;低虚拟社区感的被试在内群体条件和控制条件下的利他行为程度无显著差异。简而言之,虚拟社区中的利他行为存在内群体偏好,且这种内群体偏好受虚拟社区感的调节。

With the aim of exploring the mechanism of altruistic behavior in virtual communities,this study conducted two experiments using the dictator paradigm.Experiment 1 examined the influence of the group identity of others on altruistic behavior,while Experiment 2 explored the effect of the sense of virtual community on the influence of the group identity of others on altruistic behavior,to provide experimental evidence for the influence of the group identity of others on altruistic behavior in virtual communities.The results showed that in virtual communities,there is in-group favoritism in altruistic behavior.That is,people display higher levels of altruistic behaviors to people belonging to the same virtual community as themselves.In the high sense of virtual community group,the degree of altruistic behavior in the in-group condition was significantly higher than that in the control condition.In the low sense of virtual community group,there was no significant difference in altruistic behavior between the in-group and control condition.Therefore,these results prove that the group identity of others has a significant effect on altruistic behavior,and the sense of virtual community moderates the effect of the group identity of others on altruistic behavior.