Privacy in Question-Answering Systems
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Date
2024
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The University of Edinburgh
Abstract
There has been an ongoing debate concerning the impact of using real identities versus
anonymity on the dynamics of online environments. Quora represents an interesting
platform to study the interplay between identity and user behaviour, as a community
question-answering system that combines strong identity and reputation mechanism
with social aspects. In this thesis, I investigated how different forms of identity (real
names, pseudonymity, and anonymity) affected posting behaviour using a mixed methods
approach that emphasised the user perspective. The first two studies use pre-2021
data, when Quora still supported anonymous posting, while the final study uses data
from 2023, after Quora eliminated anonymous posting and introduced pseudonymous
profiles.
The first part of my thesis focused on understanding disclosure in questions posted
on Quora by examining the relationship between the use of the anonymity feature
and posting behaviour regarding sensitive content. Building upon previous research,
I focused on questions about anxiety disorders as a special case of sensitive content.
Employing a content analysis methodology, I compared the language and content of
posts from anonymous askers with those from known (non-anonymous) askers. I found
that the main topics of concern were consistent across both groups; however, the level
of personal disclosure, indicated by question framing, was associated with whether the
askers were anonymous or known. I concluded that the anonymity feature on Quora
allowed askers to seek adequate support for certain aspects of sensitive content.
In the second part of my thesis, I broadened the scope of the investigation beyond
sensitive content. Through an exploratory qualitative analysis of answers posted by
Quora users, I established common reasons cited for posting anonymously on the platform.
Findings highlighted how the aspect of reputation building associated with real
identities could influence the use of the anonymity feature.
Lastly, in the third part of the thesis, I investigated the effect of identity on posting
decisions through a survey study, building on the qualitative insights from the prior
analysis. Identity was operationalised as profile type (whether using real names or a
pseudonym). Clear differences emerged in the overall posting tendencies among users
with different profile types, motivating a post-hoc analysis to further understand their
characteristics. I found that users with Quora-specific pseudonyms reported being less
willing to post in general, whereas users with real names demonstrated the highest
willingness to post. Moreover, through text answers, participants reflected on the nature
of Quora as a social knowledge platform when providing reasons behind their views on
anonymity. Qualitative analysis of text answers revealed insights into the
nuances of posting behaviours. Those in favour emphasised its role in encouraging
posting, particularly about sensitive and personal issues, while opponents raised issues
of credibility. I found a difference in how anonymity is perceived as necessary for
asking questions, due to privacy concerns, while it is less critical for answers, where
credibility is considered more important.
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Keywords
anonymity, Q&A platforms, online identity, pseudonyms, Quora