Antecedents of Review and Recommendation Systems Acceptance

......................................................................................................... vii CHAPTER 1. OVERVIEW ....................................................................................1 1.1 Background................................................................................................... 1 1.2 Research ....................................................................................................... 2 CHAPTER 2. REVIEW OF LITERATURE .............................................................5 2.1 Recommendation Systems ............................................................................. 5 2.1.1 An Overview of Recommendation Systems ............................................. 5 2.1.2 Collaborative filtering Recommendation System...................................... 8 2.1.3 Content-based Recommendation System ................................................12 2.2 Unified Theory of Acceptance and Use of Technology ..................................17 2.2.1 Underlying Concept of UTAUT .............................................................17 2.2.2 Framework of UTAUT ..........................................................................23 2.3 Trust ............................................................................................................26 2.4 Types of Products.........................................................................................28 2.5 Research Model............................................................................................28 2.6 Research Hypotheses ....................................................................................30 2.7 Definitions of Variables ................................................................................34 2.7.1 Performance Expectancy ........................................................................34 2.7.2 Effort Expectancy ..................................................................................34 2.7.3 Social Influence .....................................................................................34 2.7.4 Trust......................................................................................................35 2.7.5 Behavioral Intentions to Use Recommendation Systems ..........................35 2.7.6 Sex ........................................................................................................35 2.7.7 Experience.............................................................................................35 2.7.8 Types of Products ..................................................................................35 CHAPTER 3. METHODOLOGY AND PROCEDURES ....................................... 36 3.1 Pilot Test......................................................................................................36 3.1.1 Participants............................................................................................36 3.1.2 Procedure ..............................................................................................36 3.2 Final Study...................................................................................................36 3.2.1 Participants............................................................................................37 3.2.2 Procedure ..............................................................................................37 3.3 Measure .......................................................................................................38 CHAPTER 4. RESULTS ...................................................................................... 40 4.1 Pilot Test......................................................................................................40 4.2 Final Study...................................................................................................41 4.2.1 Data Characteristics ...............................................................................41 4.2.2 Instrument Quality Analysis ...................................................................48 4.2.3 Hypothesis Testing ................................................................................54 4.2.4 Hypothesis Results Summary .................................................................60