IBDS Joint Seminar with IIM - Contribute to My IT Service: Encouraging Technology Extra-Role Behaviors from a Psychological Ownership Perspective


Dr. Melody Zou

The University of Warwick


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. 


Shopping Basket