Acceptance issues of personality-based recommender systems

ABSTRACT

To understand users' acceptance of the emerging trend of personality-based recommenders (PBR), we evaluated an existing PBR using the technology acceptance model (TAM). We also compare it with a baseline rating-based recommender in a within-subject user study. Our results show that while the personality-based recommender is perceived to be only slightly more accurate than the rating-based one, it is much easier to use. The side-by-side comparison also reveals that users significantly favor the personality-based recommender and have a significantly higher intention to use such a system again. Therefore, we believe that if users accepted rating-based recommenders, they are most likely to accept personality-based recommenders and personality-based recommenders have a high likelihood to be widely adopted despite the fact that rating-based recommenders are now the industry norm. We further point out some preliminary guidelines on how to design personality-based recommender systems.

REFERENCES

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INDEX TERMS

Primary Classification:
  H. Information Systems
  H.5 INFORMATION INTERFACES AND PRESENTATION (I.7)
      H.5.2 User Interfaces (D.2.2, H.1.2, I.3.6)
          Subjects: Evaluation/methodology

Additional Classification:
  H. Information Systems
  H.1 MODELS AND PRINCIPLES
      H.1.2 User/Machine Systems
          Subjects: Software psychology
  H.5 INFORMATION INTERFACES AND PRESENTATION (I.7)
      H.5.2 User Interfaces (D.2.2, H.1.2, I.3.6)
          Subjects: Interaction styles (e.g., commands, menus, forms, direct manipulation)

General Terms:
Design, Experimentation, Human Factors

Keywords:
personality quiz, personality-based recommender, rating-based recommender, recommender systems, technology acceptance model, user study