Effective Strategies for Contents Recommendation Based on Psychological Ownership of over the Top Services in Cyberspace
Effective Strategies for Contents Recommendation Based on Psychological Ownership of over the Top Services in Cyberspace
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DOI：
10.3390/jtaer16040055
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发表时间：
2021-03
期刊：
影响因子：
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通讯作者：
Bong-Goon Seo;Do-Hyung Park
中科院分区：
文献类型：
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作者：
Bong-Goon Seo;Do-Hyung Park
随着信息技术的发展，人们在网络空间中花费的时间越来越多，并感知到无形对象(如电子书、化身、在线电影流媒体服务)的心理所有权，他们开始认为这些东西是他们的。本研究以最近备受关注的OTT(Over The Top)服务的用户心理所有权为研究对象，探讨服务提供商在向用户推荐内容时如何更有效地呈现推荐信息。本研究以心理所有权理论为基础，试图验证哪种推荐信息的方法与用户对在线服务的心理所有权水平相关。此外，本研究从心理距离的角度提出了这一效应，我们认为心理距离是心理所有权的潜在机制。本研究以韩国OTT服务公司Watcha为实验对象，进行了基于情景的测试。研究发现，对于在线服务心理拥有度较高的用户，基于客观、具体的电影信息的推荐信息更有效，而对于心理拥有度较低的用户，抽象表达的消息更有效。此外，本研究运用调节中介模型证实了心理距离对上述结果的中介作用。
With the advanced development of IT, people are spending an increasing amount of time in the cyberspace and perceive psychological ownership of intangible objects (e.g., e-books, avatars, online movie streaming services), which they come to regard as “theirs”. This study focuses on users’ psychological ownership of OTT (over the top) services, which have recently received much attention, and investigates how service providers can present recommendation information more effectively when recommending content to users. This study, based on psychological ownership theory, specifically attempts to verify which method of recommending information is effective in correlation to the level of psychological ownership that a user feels about an online service. Additionally, this study presents this effect in terms of psychological distance, which we argue is the underlying mechanism of psychological ownership. Watcha, one of South Korea’s OTT services, was employed as the experimental subject in this study, and a scenario-based test was conducted. In conclusion, this study found that for users with high psychological ownership of online services, a recommendation information message based on objective and concrete information about a movie was more effective, whereas for users with low psychological ownership, abstractly expressed messages were more effective. Furthermore, by applying a moderated mediation model, this study confirmed that psychological distance mediated the results stated above.