SOCIAL NETWORKS AND TRANSACTIVE MEMORY IN HUMAN-COMPUTER INTERACTION

This study investigates the phenomenon of transactive memory by examining trust networks and social presence in human-computer interaction. Traditional theories suggest that transactive memory can be developed by structural mechanisms that increase knowledge specialization and task coordination, but more recent research also suggests that it can be enhanced through social network mechanisms and close relationships such as trust. In this empirical study, 240 participants were randomly assigned to 3-member teams working on a business- simulation task. The results indicate that dense trust networks had a greater impact on transactive memory than sparse trust networks. When social presence was low, team members in dense trust networks developed greater transactive memory. When social presence was high, team members in sparse trust networks developed greater transactive memory. More reciprocal exchanges were found in teams with dense trust networks, but more negotiated exchanges were found in teams with sparse trust networks.