The Dark Side of Personalization Recommendation in Short-Form Video Applications: An Integrated Model from Information Perspective.

Based on the psychological reactance, this study tries to explore the dark side and grey role of the personalization recommendation system of short-form video application in understanding the discontinuance behavior. Specifically, two major depressing consequences of the personalization recommendation system are proposed, namely, privacy concerns and perceived information narrowing. Specifically, personalization recommendation system of short-form video App has significant positive influence on both privacy concern and perceived information narrowing. Besides, the empirical study shows perceived information narrowing is positively related to psychological reactance. However, personalization recommendation system does not lead to discontinuous usage behavior through privacy concerns or perceived information narrowing. Although personalization recommendation has not an indirect effect on discontinuous usage behavior, personalization recommendation has a potential risk to create psychological pressure on users, making personalized recommendations counterproductive. This study renders new insights on the dark side of the personalization recommendation system and provides practical suggestions for short-form video application providers.