Future Tense: I, myself and e-myself

Abstract

Introduction The Internet has revolutionized the manner in which people interact. Once regarded as merely a convenient platform for the collection and dissemination of information, the Internet is increasingly used for intensely personal and creative purposes. Web 2.0 applications supporting Web-based social networking through blogs, wikis and folksonomies have proven potent in changing users' perception and use of the Internet. Using the Internet has thus acquired a new and more personal dimension. People increasingly rely on it to provide them with societal and communal structures that were hitherto the remit of their families and work-groups. Internet users may either own their own Web space or use facilities provided by an online host, increasingly personalizing these virtual properties. While residing in their virtual places, users socialize, share ideas, and attempt to personalize their virtual property. The search for a suitable online residence entails significant costs in terms of time and effort that are commensurate with the anticipated gain. The process of settling down in a virtual place includes searching for communities (or services), creating new online IDs, managing profiles judiciously, and adapting to new environments. Settling-in increases users' switching costs and this locks the users into a virtual place. The more time and effort a user spends on a specific place, the greater the cost and the disincentive of switching to another place. A primary goal of Web 2.0 application providers is to retain membership in their communities. Understanding the psychological dynamics of online behaviors is an essential part of identifying and retaining membership in online communities. Although it is useful to understand the psychological underpinning of online users, the adoption of psychological theories and instances should be performed with caution and with due regard to applicability. Many Web developers start with the premise that an individual's perceptions, thoughts and online behaviors are similar to their personality in the real world. However, if this premise itself is wrong - that is, if an individual becomes a different person when online, then our theories along with our business strategies may require modification. It is our position that study of the development of the virtual personality is vital because human beings perceive, think, and behave differently when they are online.