The moderating effect of algorithm literacy on Over-The-Top platform adoption
Nowadays people are living in an algorithm-saturated environment, particularly in media and internet contexts. The algorithm implies the collected user's data to predict, lead, and react to the user's behavior in cyberspace. The over-the-top (OTT) platforms are media providers that can dir...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier B.V.
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/105607/ http://psasir.upm.edu.my/id/eprint/105607/1/105607.pdf |
| _version_ | 1848864559102689280 |
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| author | Liu, Lu Mohd Faris De Costa, Mohd Feroz Shah De Costa Muhammad, Muhamad Sufri Gong, Shuhui Liu, Bin |
| author_facet | Liu, Lu Mohd Faris De Costa, Mohd Feroz Shah De Costa Muhammad, Muhamad Sufri Gong, Shuhui Liu, Bin |
| author_sort | Liu, Lu |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Nowadays people are living in an algorithm-saturated environment, particularly in media and internet contexts. The algorithm implies the collected user's data to predict, lead, and react to the user's behavior in cyberspace. The over-the-top (OTT) platforms are media providers that can directly deliver media content to end-users and offer personalized and customized content for users with algorithmic curation where the algorithms play a central role. Therefore, investigating the concept of algorithm literacy and its influence on users' behavior in OTT platforms and understanding its impact becomes crucial. Meanwhile, eight of those various theories and models of technology adoption were integrated to form the Unified Theory of Acceptance and Use of Technology (UTAUT), which offers a unified perspective for exploring behavioral intention to use new technology. Thus, this article conceptualizes how “algorithm literacy” affects the interaction between performance expectancy, effort expectancy, social influence, facilitating conditions, and behavioral intention to embrace OTT platforms. |
| first_indexed | 2025-11-15T13:50:44Z |
| format | Article |
| id | upm-105607 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T13:50:44Z |
| publishDate | 2024 |
| publisher | Elsevier B.V. |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1056072025-06-13T07:48:58Z http://psasir.upm.edu.my/id/eprint/105607/ The moderating effect of algorithm literacy on Over-The-Top platform adoption Liu, Lu Mohd Faris De Costa, Mohd Feroz Shah De Costa Muhammad, Muhamad Sufri Gong, Shuhui Liu, Bin Nowadays people are living in an algorithm-saturated environment, particularly in media and internet contexts. The algorithm implies the collected user's data to predict, lead, and react to the user's behavior in cyberspace. The over-the-top (OTT) platforms are media providers that can directly deliver media content to end-users and offer personalized and customized content for users with algorithmic curation where the algorithms play a central role. Therefore, investigating the concept of algorithm literacy and its influence on users' behavior in OTT platforms and understanding its impact becomes crucial. Meanwhile, eight of those various theories and models of technology adoption were integrated to form the Unified Theory of Acceptance and Use of Technology (UTAUT), which offers a unified perspective for exploring behavioral intention to use new technology. Thus, this article conceptualizes how “algorithm literacy” affects the interaction between performance expectancy, effort expectancy, social influence, facilitating conditions, and behavioral intention to embrace OTT platforms. Elsevier B.V. 2024 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/105607/1/105607.pdf Liu, Lu and Mohd Faris De Costa, Mohd Feroz Shah De Costa and Muhammad, Muhamad Sufri and Gong, Shuhui and Liu, Bin (2024) The moderating effect of algorithm literacy on Over-The-Top platform adoption. Entertainment Computing, 49. art. no. 100623. pp. 1-9. ISSN 1875-9521; eISSN: 1875-9521 https://linkinghub.elsevier.com/retrieve/pii/S1875952123000782 10.1016/j.entcom.2023.100623 |
| spellingShingle | Liu, Lu Mohd Faris De Costa, Mohd Feroz Shah De Costa Muhammad, Muhamad Sufri Gong, Shuhui Liu, Bin The moderating effect of algorithm literacy on Over-The-Top platform adoption |
| title | The moderating effect of algorithm literacy on Over-The-Top platform adoption |
| title_full | The moderating effect of algorithm literacy on Over-The-Top platform adoption |
| title_fullStr | The moderating effect of algorithm literacy on Over-The-Top platform adoption |
| title_full_unstemmed | The moderating effect of algorithm literacy on Over-The-Top platform adoption |
| title_short | The moderating effect of algorithm literacy on Over-The-Top platform adoption |
| title_sort | moderating effect of algorithm literacy on over-the-top platform adoption |
| url | http://psasir.upm.edu.my/id/eprint/105607/ http://psasir.upm.edu.my/id/eprint/105607/ http://psasir.upm.edu.my/id/eprint/105607/ http://psasir.upm.edu.my/id/eprint/105607/1/105607.pdf |