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.
