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Designing an Electronic Brainstorming Environment for Engaging East-Asian Teams

ABSTRACT This study examines the effects of content anonymity on performance and satisfaction in electronic brainstorming (EBS), focusing on the social identity factors among participants and the group interaction environment (the EBS interface). The research model includes participants’ individualism, group cohesion, perceived instrumentality, and the resulting affective responses towards session outcome and process. A custom-designed electronic brainstorming interface was implemented in two conditions, in tightly controlled experimental sessions with 18 four-member student teams. Structural equation modeling and rating of idea quality were conducted. The study confirmed prior findings that anonymous interfaces lead to generally better subjective and objective outcomes. Displaying participant contributions anonymously in one sequential pool contributed to greater satisfaction and better group performance than identifying the four group members and segregating their contributions. Perceived instrumentality was found to mediate enjoyment and satisfaction in different ways depending on subjects’ individualist and group orientations.