Seminar Calendar, Information and Innovation Management
Contribute to My IT Service: Encouraging Technology Extra-Role Behaviors from a Psychological Ownership Perspective
27 April 2023 | 10:30 a.m. — 12:00 noon
KK315, KK Leung Building, HKU
This is a joint seminar organized by Institute of Behavioural and Decision Science (IBDS) and IIM Area.
SPEAKER
Dr. Melody Zou
Assistant Professor, Information Systems & Management Group
Warwick Business School
University of Warwick
ABSTRACT
Access-based algorithm-empowered IT services (e.g., Spotify, Duolingo) are ubiquitous nowadays. Due to the on-demand nature, it is challenging to encourage user voluntary contributions to these services. Drawing on the literature in psychological ownership and extra-role behavior, this research proposes that users will be more likely to contribute when perceiving owning the IT service psychologically (i.e., My IT service). The research also advises on how to design recommendation systems to incubate such psychological ownership experiences.
