Avatars and knowledge sharing

In human-computer interactions, digital representations of humans (called avatars) are commonly used. We study how knowledge sharing behavior within an organization is affected by avatar use among co-workers in a computer-mediated environment. Such inquiry is important because of the essential role of knowledge exchange for organizational success. Drawing on construal level theory, we examine how avatar use can influence knowledge exchange. Conducting an experiment that involves eye trackers, we predict and show that avatar use can decrease participants’ willingness to share knowledge. Our findings also suggest that factors traditionally associated with knowledge sharing interact with the manner in which humans are digitally represented (avatar vs. real-life image). We further discuss the implications of changes in eye gaze patterns that result from variations in digital representations of humans.