The Ethics Of Entertainment Algorithms: Consumer Perception, Influence On Consumption And Impacts On Society

This article examines the influence of perceived ethics in entertainment algorithms on platform usage intention, with trust in algorithms serving as a mediating variable. A quantitative experiment with a 2x2 factorial design was developed, manipulating two independent factors: data usage transparency (high vs. low) and content personalization (high vs. low). The dependent variables measured are platform usage intention and trust in algorithms, with trust also evaluated as a mediator through a validated technology trust scale. The study proposes a set of experiments with the sample distribution evenly divided across the four experimental conditions. After exposure to these manipulated scenarios, participants completed questionnaires that captured their perceptions of ethics, trust, and usage intention. Data were analyzed using ANOVA to identify the main effects and interactions, while mediation analyses were conducted to examine the role of trust as an intermediary variable. The results provide evidence that greater transparency in data usage enhances trust in algorithms, which, in turn, increases usage intention. This study contributes to the academic field by integrating ethical theory and consumer behavior within a technological context, offering practical implications for companies seeking to align algorithmic practices with consumer values.