Abstract
A new type of computer-mediated communication which is similar to face-to face, people interact with each other through avatar in the 3D virtual world. This avatar-based CMC allow access to social cues through computer like FTF, such as facial expression, vocal tone, mood, direction of gaze, body posture, dress, physical appearance. In addition, the avatar-based CMC still possess shield and anonymity properties like text-based CMC. There is a little researches focus on how user emotion and emotional behavior in avatar-based CMC, however, this study will compare avatar-based CMC with FTF, investigate the social presence, perception of anonymity and emotion level elicit by the interaction in the 3D virtual world and the behavior of communication. The independent variable is avatar-based CMC and FTF. The dependent variables include social presence, perception of anonymity, the valence and arousal of emotion and the communication of interaction. The results showed that the characteristic of media affected the social presence, anonymity and emotion of users, but only a little difference in communication behavior. In the avatar-based CMC, users perceived lower social presence and higher anonymity, and feel lower degree of the valence and arousal of emotion. However, the social norms still affected the user behavior in the avatar-based CMC, and therefore is more conservative behavior only in the language level of behavioral responses to show their negative emotions and opinions, body movements is not obvious.