Navigating user agency in the algorithmic era: A cross-cultural study of perceived autonomy and media consumption intentions in China and South Korea

OBJECTIVE: To explore how algorithmic recommendation experiences shape media consumption intentions across different cultures based on the Stimulus-Organism-Response (S-O-R) framework and Self-Determination Theory (SDT). METHODS: Survey data collected from social media users in China and South Korea were analyzed using partial least squares structural equation modeling and multi-group analysis (MGA). RESULTS: Perceived autonomy significantly mediates the relationship between algorithmic stimuli (personalized perception and forced exposure) and viewing intentions in both nations. However, forced exposure exhibits a distinct cultural polarity reversal. It enhances perceived autonomy among Chinese users due to platform-led convenience. Conversely, it directly threatens autonomy among South Korean users who prioritize decision-making independence. Electronic word of mouth (eWOM) shows a non-significant moderating effect in both groups. CONCLUSIONS: In highly automated media environments, direct machine-user cognitive processing eclipses traditional external social signaling. The psychological impacts of algorithmic interventions are heavily bound by national culture rather than being universal.