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Algorithmic Creation Empowerment and Retention Conversion Mechanism of Users on Content Platforms |
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| รหัสดีโอไอ | |
| Creator | Zhiguang Zhang |
| Title | Algorithmic Creation Empowerment and Retention Conversion Mechanism of Users on Content Platforms |
| Contributor | Xueyan Dong |
| Publisher | Assumption University Press |
| Publication Year | 2569 |
| Journal Title | Journal of Interdisciplinary Research |
| Journal Vol. | 11 |
| Journal No. | 2 |
| Page no. | 148-156 |
| Keyword | Algorithmic Empowerment, Platform Continuance Intention, Creative Self-Efficacy, Content Platforms |
| URL Website | https://assumptionjournal.au.edu/index.php/eJIR/article/view/10245 |
| Website title | JIR |
| ISSN | 2408-1906 |
| Abstract | Purpose: Drawing upon the stimulus-organism-response (S-O-R) paradigm, this study investigates the novel concept of algorithmic creation empowerment (ACE) to examine how intelligent generative tools shape platform continuance intention (PCI) through a dual-track psychological mechanism. Research design, data and methodology: This study employs partial least squares structural equation modeling (PLS-SEM) on cross-sectional survey data collected from 377 active digital content platform users to systematically contrast the mediating roles of intrinsic creative self-efficacy (CSE) and extrinsic social visibility (VIS). Results: The empirical results reveal a distinct divergence in the psychological transmission mechanisms. While the algorithmic stimulus significantly enhances both intrinsic CSE and extrinsic VIS, only CSE functions as a partial mediator for sustained platform retention. In contrast, the specific indirect effect via VIS is statistically non-significant. Furthermore, ACE exerts a persistent direct positive effect on PCI, demonstrating that the inherent functional utility of generative AI tools drives retention regardless of changes in user psychology. Conclusions: The findings of this study suggest that inward creative capability building, rather than outward algorithmic exposure and external social metrics, serves as the primary mechanism for long-term user retention. Consequently, this study challenges the traditional theoretical assumption that external visibility reliably secures user loyalty within modern algorithmic environments. |
