Algorithm Appreciation VS Algorithm Aversion?A Study of User"Algorithm Paradox"Under Short Video Intelligent Recommendation
[Research purpose]To explore the phenomenon that the algorithm aversion attitude of users is inconsistent with the continuous use behavior when using artificial intelligence recommendation service,which is helpful for enterprises to understand the algorithm aversion effect of users and optimize the artificial intelligence recommendation service of short video platform.[Research method]Based on social exchange theory and technology acceptance theory,a theoretical model of algorithm paradox was constructed from the perspectives of algo-rithm appreciation and algorithm aversion.Structural Equation Model(SEM)and fuzzy set qualitative comparative analysis(fsQCA)were used to empirically analyze the research model.[Research conclusion]The results show that there is an"algorithm paradox"phe-nomenon in the intelligent service of short video platform,which is contrary to the user's algorithm aversion attitude and continuous use be-havior.Users decide the persistent use behavior by weighing perceived benefits and risks,and the perceived benefits can positively affect the persistent use behavior through the algorithm appreciation,while the algorithm aversion has a weak and insignificant effect on the per-sistent use behavior.The platform relies on the negative correlation between aversion and persistent use behavior,and the moderating effect of optimism bias is not significant.fsQCA analysis further found that the generation path of algorithm paradox can be divided into two modes:perceived benefit and risk balance analysis and rational and irrational factors.The research results provide a theoretical explanation for the mechanism of algorithm paradox in short video platforms,and provide a reference for optimizing the application of artificial intelli-gence recommendation in short video platforms.
short videoartificial intelligencealgorithm paradoxalgorithm aversioncontinuance usage behavior
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