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.