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Abstract. Previous personalized DTV recommendation systems focus only on viewers' historical viewing records or demographic data. This study proposes a new recommending mechanism from a user oriented perspective. The recommending mechanism is based on user properties such as Activities, Interests, Moods, Experiences, and Demographic information-AIMED. The AIMED data is fed into a neural network model to predict TV viewers' program preferences. Evaluation results indicate that the AIMED model significantly increases recommendation accuracy and decreases prediction errors compared to the conventional model.

Gamification design is considered as the predictor of collaborative storytelling websites' success. Although aforementioned studies have mentioned a broad range of factors that may influence gamification, they neither depicted the actual design features nor relative attractiveness among them. This study aims to identify attractive gamification features for collaborative storytelling websites. We first constructed a hierarchical system structure of gamification design of collaborative storytelling websites and conducted a focus group interview with eighteen frequent users to identify 35gamification features. After that, this study determined the relative attractiveness of these gamification features by administrating an online survey to 6333 collaborative storytelling websites users. The results indicated that the top 10 most attractive gamification features could account for more than 50% of attractiveness among these 35 gamification features. The feature of unpredictable time pressure is important to website users, yet not revealed in previous relevant studies. Implications of the findings were discussed.

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As social networking sites (SNS) increasingly provide social connections that meet the need for affiliation, people are developing symbiotic relationships with these sites. Drawing on the notion that people motivated by affiliation may increase their attention to sources that provide social connections, we conducted a lab experiment to explore whether priming affiliation needs would prompt the idea of online social networking. Participants were randomly assigned to one of three between-subjects conditions (affiliation arousal, social exclusion, control) in which we employed the scrambled-sentence paradigm to manipulate affiliation motivations. Each experimental condition was followed by a modified Stroop task (a color naming task) to test reaction times to SNS and non-SNS terms (including general terms and brand names). People who were primed to think about a topic typically showed slowed reaction times for naming the color of related words (i.e., Stroop interference), as those words become more interesting and accessible. Confirming our hypothesis, participants took longer to name the font color of SNS-related words than that of matched general words when affiliation motivation was evoked. Moreover, priming with affiliation motivation created more Stroop interference for SNS brand names rather than for other global brand names. These results suggest that the idea of online social networking seems to have become deeply rooted in human social practices.

Although Virtual reality (VR) entertainment is now relatively popular, the adoption of VR devices is still low. In this study, a framework based benefit and sacrifice factors was developed to understand players' intention to use VR devices to play games. Online questionnaire items were developed and published to collect the responses from university students in Taiwan. The feedback of 152 inexperienced players and 150 experienced players were collected. The eleven hypotheses were tested by using SmartPLS, a structural equation modeling (SEM) tool. The analysis results show that the influences of the benefit factors (flow, spatial presence, and relaxation) on the adoption intention in two groups are consistent. All of the positive influences are supported. Moreover, visual fatigue had the strongest negative effects on flow and intention. Players who are opener to new technology are more possible to adopt VR devices. The findings can provide insights to VR device developers to design their VR devices/contents and marketing strategies.

Social distance regulations have been widely adopted during the global COVID‐19 pandemic. From an evolutionary perspective, social connection and money are interchangeable subsistence resources for human survival. The substitutability principle of human motivation posits that scarcity in one domain (e.g., social connection) could motivate people to acquire or maintain resources in another domain (e.g., money). Two experiments were conducted to test the possibility that COVID‐19 social distancing enhances the desire for money. Results showed that compared with controls, participants receiving social distancing primes (via recollection of experiences of social distancing or a Chinese glossary‐search task) offered less money in the dictator game, showed lower willingness towards charitable donation (Experiment 1; N = 102), donated less money to a student fund, and rated money as having more importance (Experiment 2; N = 140). Our findings have far‐reaching implications for financial decisions, charitable donations, and prosociality during and after the COVID‐19 pandemic.