The effective recommendation approaches depending on user’s psychological ownership in online content service: user-centric versus content-centric recommendations

With the expansion of the online environment, recently, recommendation systems have become established as an essential element of any online service. Following this trend, the issue of how to present recommended information effectively to users is attracting attention not only in companies but also in the research field. This paper presents a between-subjects study that aimed to elicit whether there is a difference in consumer's attitudes towards the user-centric and content-centric recommendation approaches based on their level of psychological ownership towards the online service. Our findings indicated that users with high psychological ownership toward the online service prefer the user-centric recommendation approach, while users with low psychological ownership prefer the content-centric recommendation approach.