개인화 뉴스와 비개인화 뉴스 간 차별도가 인지된 개인화, 뉴스 이용에 미치는 영향: 국내 인터넷 포털 뉴스를 중심으로 = Effect of the dissimilarity between personalized and non-personalized news services on perceived personalization and news use: Focused on Korean Internet portal news services

다국어 초록 (Multilingual Abstract)

In recent years, Internet portal news service providers have used algorithms to provide personalized news services suitable for users' interests and preferences. This study analyzed whether the similarity or dissimilarity between personalized and non-personalized news is associated with perceived personalization. In addition, we verified whether perceived personalization affects the intention to use news services and actual news use.
The results showed that the similarity between personalized news services with algorithms and non-personalized news services had a negative relationship with perceived personalization and that the dissimilarity between the two news services had a positive relationship with perceived personalization. It suggested that the more the algorithms provide differentiated news articles to each individual, the more users perceive the personalized news services as recommending news articles suitable for their interests and preferences.
Furthermore, the results showed that perceived personalization had a positive effect on the intention to use news services and actual news use. We can cautiously conclude that the more personalized news services with algorithms are differentiated from non-personalized news services, the more users perceive personalized news services to be suitable for them, and the more they perceive news services to be suitable for them, the higher their intention to use news services and actual news use.