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The Frontiers of Society, Science and Technology, 2019, 1(7); doi: 10.25236/FSST.2019.010706.

Combination of Uses and Gratification Theory and Mental Accounting Model on Inter-Media Recommender System


Chu Wentao

Corresponding Author:
Chu Wentao

Arts and Media College of Anhui University, Hefei Anhui 230001, China


When the new media usually represented by the Internet and mobile terminals met traditional mass communication. The uses and gratification theory which hold the perspective from the audience by analyzing the audience's media contact motivation and what these contacts meet their needs. This article tries to find a Find a mixed solution to the problem by delighting the interaction of gratification and media type and need to combine the mass communication theory, uses and gratification theory, and consumer behavior theory, mental accounting theory together, thus give a clearer view of media with both social character and business character. In addition, discuss a new way to create a more effective recommender system, inter-media recommender system.


Uses and gratification theory; Mental accounting model; Recommender system; New media; Movie recommendation

Cite This Paper

Chu Wentao. Combination of Uses and Gratification Theory and Mental Accounting Model on Inter-Media Recommender System. The Frontiers of Society, Science and Technology (2019) Vol. 1 Issue 7: 52-58.


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