Interpersonal trust, the personal trusting belief towards a specific other person, is accounted as an essential enabling factor of transactions between individuals. The outcome of an online transaction on digital peer-to-peer platforms, where user interaction occurs in the absence of face-to-face contact, depends significantly on the mechanisms that foster the exchange of digitally-mediated interpersonal trust. The present thesis investigates how Foreign Live Biofeedback, as a NeuroIS tool to measure and manifest real time physiological information of an individual towards another, influences the exchange of trust among connected users and how such information might complement the existing digital market mechanisms. The study firstly explores the concept of biofeedback in terms of measuring techniques, application fields, solution designs, and manifestation typologies; secondly, a laboratory experiment is designed and implemented. The experimental investigation involves a computer-aided version of a Trust Game where 126 subjects interact while their biological response is collected in form of heart rate, blood volume pulse, and electrodermal activity. Experimental results provide evidence that Live Biofeedback acts as a tool to foster human connections, augmenting the perceived feeling of social presence and social connectedness, and eventually positively affecting online interpersonal trust-related behaviours. Furthermore, the study reveals a downside of Live Biofeedback tools related to a feeling of perceived surveillance potentially causing distress in the user experience. As a result, a framework is outlined to steer the managerial decisions concerning the design of business solutions to enhance personal connections among users. Conclusively, a potential business solution is conceived as a web service for fostering social connections between peers by complementing real time messaging with an emotional dimension.
Il concetto di interpersonal trust, ovvero il sentimento di fiducia indirizzato verso una specifica persona, si considera come un fattore essenziale affinché avvengano transazioni tra individui. L'esito di una transazione online su piattaforme peer-to-peer, dove l'interazione tra utenti avviene in assenza di un contatto faccia a faccia, dipende in modo significativo dai meccanismi che favoriscono la creazione e lo scambio di interpersonal trust. La presente tesi indaga come il Foreign Live Biofeedback, inteso come uno strumento di NeuroIS per misurare informazioni fisiologiche di un individuo e mostrarle in tempo reale ad un’altra persona, influenzi lo scambio di trust tra utenti connessi e come tali informazioni possano integrare i meccanismi esistenti sulle piattaforme digitali di oggi. Lo studio esplora in primo luogo il concetto di biofeedback in termini di tecniche di misura, campi di applicazione, progettazione e tipologie di esternalizzazione; su queste premesse viene concepito e realizzato un esperimento di laboratorio. L'indagine sperimentale propone una versione computerizzata di un Trust Game in cui 126 soggetti interagiscono mentre la loro risposta biologica viene raccolta in termini di frequenza cardiaca, flusso di volume ematico, e attività elettrodermica. I risultati sperimentali forniscono la prova che il Live Biofeedback possa favorire connessioni umane, aumentando la sensazione di social presence e di social connectedness, e che, infine, questo strumento possa influenzare positivamente la creazione di interpersonal trust online. Inoltre, lo studio rivela un aspetto negativo dell’applicazione di strumenti Live Biofeedback: mentre vengono monitorati, gli utenti possono percepire una sensazione di sorveglianza che può potenzialmente causare disagio nell'esperienza dell'utente. Di conseguenza, il lavoro delinea un framework per orientare le scelte gestionali relative alla progettazione di soluzioni di business volte a migliorare le connessioni personali tra gli utenti. In conclusione, si propone una potenziale soluzione di business in forma di un web service orientato a favorire le connessioni sociali tra utenti integrando il real time messaging con l’aspetto emozionale.
You trust me, and I feel it. Influence of foreign live biofeedback on interpersonal trust-related behaviour
MANDOLFO, MARCO
2015/2016
Abstract
Interpersonal trust, the personal trusting belief towards a specific other person, is accounted as an essential enabling factor of transactions between individuals. The outcome of an online transaction on digital peer-to-peer platforms, where user interaction occurs in the absence of face-to-face contact, depends significantly on the mechanisms that foster the exchange of digitally-mediated interpersonal trust. The present thesis investigates how Foreign Live Biofeedback, as a NeuroIS tool to measure and manifest real time physiological information of an individual towards another, influences the exchange of trust among connected users and how such information might complement the existing digital market mechanisms. The study firstly explores the concept of biofeedback in terms of measuring techniques, application fields, solution designs, and manifestation typologies; secondly, a laboratory experiment is designed and implemented. The experimental investigation involves a computer-aided version of a Trust Game where 126 subjects interact while their biological response is collected in form of heart rate, blood volume pulse, and electrodermal activity. Experimental results provide evidence that Live Biofeedback acts as a tool to foster human connections, augmenting the perceived feeling of social presence and social connectedness, and eventually positively affecting online interpersonal trust-related behaviours. Furthermore, the study reveals a downside of Live Biofeedback tools related to a feeling of perceived surveillance potentially causing distress in the user experience. As a result, a framework is outlined to steer the managerial decisions concerning the design of business solutions to enhance personal connections among users. Conclusively, a potential business solution is conceived as a web service for fostering social connections between peers by complementing real time messaging with an emotional dimension.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/133731