Building common ground and reciprocity through social network games

Authors:
D. Yvette Wohn;Yu-hao Lee;Jieun Sung;Torger Bjornrud
Affiliations:
Michigan State University, East Lansing, MI, USA;Michigan State University, East Lansing, MI, USA;Michigan State University, East Lansing, MI, USA;Michigan State University, East Lansing, MI, USA
Venue:
CHI '10 Extended Abstracts on Human Factors in Computing Systems
Year:
2010

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Abstract

Social network games (SNG) are an extremely popular and rapidly growing application of social network sites (SNS). But are SNGs really social? A survey based on a social cognitive theory approach to uses and gratifications revealed that people are motivated to play the game to create common ground, reciprocate, cope, and pass time. People play SNGs to create common ground for future social interaction rather than seeking direct social interaction in the game. Customization was strongly correlated with social motivations; in particular, use of avatar customization was different from use of space customization. Reciprocity was facilitated more by the design of the game than social motives.