The Determinants of Acceptance of Recommender Systems: Applying the UTAUT Model

This study investigates how consumers assess the quality o f two types o f recommender systems , co llaborative filtering and content -based, in the content of e-commerce by using a modified Unified Theory o f Acceptance and Use o f Techno logy (UTAUT) model. Specifically, the under-investigated concept o f trust in techno log ical artifacts is adap ted to a modified UTAUT model. Additionally, th is study considers hedon ic and utilitarian p roduct characteristics, attempting to p resent a comprehensive range o f recommender system acceptance. A to tal of 51 participan ts completed an on line 2 (recommender systems) x 2 (p roducts) su rvey. The resu lts suggested that type o f recommender systems and p roducts d id have d ifferent impacts on the behavioral in ten tion to use recommender systems. Th is study may be o f importance in explaining facto rs contributing to use recommender systems, as well as in p rovid ing designers of recommender systems with a better understanding of how to provide a more effective recommender system.