The influence of national culture on the attitude towards mobile recommender systems

This is the post-print version of the final paper published in Technological Forecasting and Social Change. The published article is available from the link below. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. Copyright @ 2013 Elsevier B.V.This study aimed to identify factors that influence user attitudes towards mobile recommender systems and to examine how these factors interact with cultural values to affect attitudes towards this technology. Based on the theory of reasoned action, belief factors for mobile recommender systems are identified in three dimensions: functional, contextual, and social. Hypotheses explaining different impacts of cultural values on the factors affecting attitudes were also proposed. The research model was tested based on data collected in China, South Korea, and the United Kingdom. Findings indicate that functional and social factors have significant impacts on user attitudes towards mobile recommender systems. The relationships between belief factors and attitudes are moderated by two cultural values: collectivism and uncertainty avoidance. The theoretical and practical implications of applying theory of reasoned action and innovation diffusion theory to explain the adoption of new technologies in societies with different cultures are also discussed.National Research Foundation of Korea Grant funded by the Korean governmen

Validation of a recommender system for prompting omitted foods in online dietary assessment surveys

Recall assistance methods are among the key aspects that improve the accuracy of online dietary assessment surveys. These methods still mainly rely on experience of trained interviewers with nutritional background, but data driven approaches could improve cost-efficiency and scalability of automated dietary assessment. We evaluated the effectiveness of a recommender algorithm developed for an online dietary assessment system called Intake24, that automates the multiple-pass 24-hour recall method. The recommender builds a model of eating behavior from recalls collected in past surveys. Based on foods they have already selected, the model is used to remind respondents of associated foods that they may have omitted to report. The performance of prompts generated by the model was compared to that of prompts hand-coded by nutritionists in two dietary studies. The results of our studies demonstrate that the recommender system is able to capture a higher number of foods omitted by respondents of online dietary surveys than prompts hand-coded by nutritionists. However, the considerably lower precision of generated prompts indicates an opportunity for further improvement of the system

Evaluating the effectiveness of explanations for recommender systems : Methodological issues and empirical studies on the impact of personalization

Peer reviewedPostprin

The Mediation Effect of Trusting Beliefs on the Relationship Between Expectation-Confirmation and Satisfaction with the Usage of Online Product Recommendation

Online Product Recommendations (OPRs) are increasingly available to onlinecustomers as a value-added self-service in evaluating and choosing a product.Research has highlighted several advantages that customers can gain from usingOPRs. However, the realization of these advantages depends on whether and towhat extent customers embrace and fully utilise them. The relatively low OPR USAgerate indicates that customers have not yet developed trust in OPRs’ performance.Past studies also have established that satisfaction is a valid measure of systemperformance and a consistent significant determinant of users’ continuous systemusage. Therefore, this study aimed to examine the mediation effect of trustingbeliefs on the relationship between expectation-confirmation and satisfaction. Theproposed research model is tested using data collected via an online survey from626 existing users of OPRs. The empirical results revealed that social-psychologicalbeliefs (perceived confirmation and trust) are significant contributors to customersatisfaction with OPRs. Additionally, trusting beliefs partially mediate the impactof perceived confirmation on customer satisfaction. Moreover, this study validatesthe extensions of the interpersonal trust construct to trust in OPRs and examinesthe nomological validity of trust in terms of competence, benevolence, andintegrity. The findings provide a number of theoretical and practical implications.&nbsp

Goal-based structuring in a recommender systems

Recommender systems help people to find information that is interesting to them. However, current recommendation techniques only address the user's short-term and long-term interests, not their immediate interests. This paper describes a method to structure information (with or without using recommendations) taking into account the users' immediate interests: a goal-based structuring method. Goal-based structuring is based on the fact that people experience certain gratifications from using information, which should match with their goals. An experiment using an electronic TV guide shows that structuring information using a goal-based structure makes it easier for users to find interesting information, especially if the goals are used explicitly; this is independent of whether recommendations are used or not. It also shows that goal-based structuring has more influence on how easy it is for users to find interesting information than recommendations

Hybrid user perception model: comparing users’ perceptions toward collaborative, content-based, and hybrid recommender systems

This study examines users’ perceptions toward three types of recommender systems by employing a hybrid user perception model combining with Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) in order to specifically explain a message-attitude-use process. Recommender systems, as an innovation applying big data ideas and algorithmic power, have been widely applied to multiple Internet industries. In order to further investigate how users perceived the use of recommender systems and the differences among users’ perceptions toward the use of different recommender systems (collaborative filtering, content-based filtering, and hybrid filtering), three perception variables (perceived usefulness, perceived behavioral control, and perceived enjoyment) were specifically assessed by using an online survey of college students. Overall, the results indicated that there were some statistically significant differences among the user perceptions towards different types of recommender systems. In addition, users generally feel positive about the use of these recommender systems, and users’ perceptions toward hybrid-filtering system were rated higher than perceptions toward collaborative filtering and content-based filtering