Everyday Favors: A Case Study of a Local Online Gift Exchange System
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Transcript of Everyday Favors: A Case Study of a Local Online Gift Exchange System
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Everyday Favors: A Case Study of a Local Online Gift Exchange System
Emmi Suhonen, Aalto University School of Science and TechnologyAiri Lampinen, Helsinki Institute for Information TechnologyCoye Cheshire, Berkeley School of InformationJudd Antin, Yahoo! Research
November 8, 2010GROUP’10: Create, Donate, Collaborate
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We all have skills and possessions that others need but do not have. At the same time, we often lack some resources ourselves, and can benefit from seeking others who can help…
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1. A geolocated community: students on a university campus
2. Online – offline interaction
3. Generalized exchange
4. System allows many different ways to participate in collective action
Aspects that render Kassi interesting
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Profile
Listings
Favors Items
What can we do?
How can we help each other?
What items can we lend?
What is sold or given away?
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• What reasons do people have for participation? • What affects the quantity of participation? • How can gift exchange systems be designed to encourage
positive participation?
USERS' MOTIVATIONS TO CONTRIBUTE TO AN ONLINE GIFT EXCHANGE SYSTEM WITHIN A GEOLOCATED COMMUNITY
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Two-wave survey
• September 2009 (N=72) & March 2010 (N=84)• Open ended questions “Why did you or didn’t listed favors in your profile?”
• Likert-scale questions “Kassi is a useful service in a campus setting”
RESEARCH MATERIAL
Usage Logs
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User activity Favor Item Other
Posting a listing (N=459)
38 (8%) 362 (79%) 59 (13%)
Adding a profile offering (N=330)
120 (36%) 210 (64%) N/A
Completing an exchange (N=103)
34 (32%) 68 (65%) 3 (3%)
Total (N=984) 192 (22%) 640 (72%) 62 (7%)
USAGE PATTERNS
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Statement All (N=84) Frequent (N=19)
Infrequent (N=28)
Kassi is a useful service in a campus setting. 88% 95% 82%
Kassi is a useful service for me personally. 39% 56% 18%
I wish Kassi had more users. 87% 100% 82%
I think Kassi is easy to use. 71% 84% 61%
ATTITUDES TOWARDS KASSI
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http://www.flickr.com/photos/marcinmoga/4240686102/lightbox/
REASONS TO USE KASSI
1. “Just for fun”
2. “It’s nice to help”
3. The service is local: trust and ease of exchanging with one’s community
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Reasons related to user Number of instances (N=181)
Difficulty of figuring out what items and favors to list. 71
Nothing to offer (no items or skills). 42
Difficulty of completing the exchanges offline and not worth it. 19
Doesn’t live close enough. 11
Reasons related to service
Not interested in the service. 26
Uncertainty of the service. 5
Not knowing this is possible. 7
USERS’ REASONS NOT TO USE KASSI
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REASONS THAT INHIBIT THE USE OF KASSI
©DrJohnBullas (Flickr)
©DrJohnBullas (Flickr)
1. Lack of practices and social culture for gift exchange with strangers
2. Lack of operational information
3. Lack of examples
4. Social inconvenience
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1. Problematic for research and design
2. …but not necessarily for end-users – their goals can be achieved effectively
3. Challenge: How to give people feedback & show the activities in the system without complicating use?
INVISIBLE EXCHANGES
http://www.flickr.com/photos/supersonicphotos/4483487579/
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1. Generalized exchange can feel puzzling – incentives?
2. Asking for help may feel awkward even when others have explicitly stated their willingness to help
3. Contextual interest and/or geo-location helps, especially when completing exchanges requires meeting face-to-face
RECIPROCITY
http://www.flickr.com/photos/jeff-bauche/2230236391/
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INTERPRETATION & INTERVENTION
1. How the existing culture should be taken in account?
2. How can we create a culture of generalized gift exchange?
Balance between interpreting and changing culture
http://www.flickr.com/photos/m0php/530526644/
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1. Online exchange is a rising phenomenon and attitudes towards it are favorable but there are challenges to tackle
2. Interplay of online and offline interaction
3. Participation requires learning and shared understanding
– Items vs favors
– Generalized exchange may feel puzzling or awkward
– Feedback and examples
CONCLUSIONS
http://www.flickr.com/photos/marcinmoga/4240686102/lightbox/
http://www.flickr.com/photos/supersonicphotos/4483487579/
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THANKS!
Emmi Suhonen, Aalto University School of Science and Technology, [email protected]
Airi Lampinen, Helsinki Institute for Information Technology HIIT, [email protected]
Coye Cheshire, UC Berkeley, School of Information, [email protected]
Judd Antin, Yahoo! Research, [email protected]