Avatars and organizational knowledge sharing

Abstract

We study how organizational knowledge sharing behavior is affected by avatar use during computer-mediated communication (CMC) with an unknown co-worker. Experimental results from two ethnically different samples provide theory-consistent evidence that outgroup discrimination—manifested as refusal to share knowledge—can get magnified in the ‘virtual world’ when avatars are used for self-representation. In supplemental analysis, we use eye-tracking data to provide preliminary evidence for behavioral differences—in terms of gaze fixation—when knowledge sharing requests accompanied by avatar profiles as opposed to photo profiles are processed and further explore how individuals' choice of using avatars vs. photographs for their online profile affects their co-workers' perception. Our study contributes to understanding cooperative organizational behavior in the virtual space. Managing cooperative organizational behavior in the virtual space is becoming increasingly important as digital work further penetrates contemporary work arrangements.