The Effects of Personalization and Familiarity on Trust and Adoption of Recommendation Agents

Komiak,; Benbasat,

doi:10.2307/25148760

Cited by 1,017 publications

(779 citation statements)

References 6 publications

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“…Trust is positioned on our model between cognitive elements of efficiency and effectiveness, and the affective element of enjoyment. As already elaborated, Komiak and Benbasat (2006) found trust to have both cognitive and affective elements as related to website design, and supports the earlier work by Corritore et al (2003).Hypothesis 6: Higher levels of Perceived Interactivity of the website will predict higher levels of Trust.Related to TRA, the development of trusting beliefs will result in behavioral intention (Gefen et al, 2003;McKnight et al, 2002). It is already established in the literature that consumer trust in a website is fundamental to e-loyalty, including online purchase intentions (Flavián et al, 2006;Gefen, 2000) and willingness by consumers to buy from an online vendor (Flavián et al, 2006;Gefen et al, 2003;Pavlou, 2003).…”

supporting

confidence: 83%

Perceived interactivity leading to e-loyalty: Development of a model for cognitive–affective user responses

Cyr

Head

Ivanov

2009

International Journal of Human-Computer Studies

274

218

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A B S T R A C T 1Novel applications of website interactivity are important to attract and retain online users. In this empirical study five designs for interactivity are examined using different web-poll interfaces. The goal of the investigation is to examine perceived interactivity in a model which includes most commonly tested cognitive elements such as efficiency and effectiveness, but augments this model with the inclusion of a cognitive-affective element for trust, and an affective element of enjoyment. More specifically, a model is created to validate the relationship of perceived interactivity (comprised of user control, user connectedness, and responsiveness of the web-poll application) to efficiency, effectiveness, trust and enjoyment, of the website. In turn, efficiency, effectiveness, trust, and enjoyment are tested for their influence on user behavioral intentions for e-loyalty. All relationships in the model are supported. In addition, exploratory evaluation of qualitative comments is conducted to investigate additional insights between the five web poll treatments in this investigation. The research confirms the complexity of a model in which cognitive, cognitive-affective and affective elements are present, and advances knowledge on the consequences of perceived interactivity. In additional to theoretical advancements, the research has merit for web designers and online marketers regarding how to enhance interactive online web applications. K E Y W O R D Sperceived interactivity, e-loyalty, web-poll design . IN T R O D U C T IO NDespite the potential for interactivity provided by the Internet, little attention has been paid to how interactivity might be more fully utilized (Johnson et al., 2006). Rice (1984) defined interactivity as the capability of a computer-enabled communication system that permits exchange of roles between the sender and receiver in real or delayed time so that communicators have more control over the structure, pace, and content of the communication.Although interactivity has numerous dimensions, a common theme is that the website successfully provides information to the user, is perceived as responsive, and allows a sense of connection -often with other users. While previous research has aimed to conceptually unravel contributing factors to interactivity, there is relatively little empirical work that systematically examines the consequences of interactivity. There are some exceptions. Jiang 1 An earlier version of this paper was accepted for presentation at the Sixth Pre-ICIS HCI Research in MIS Workshop (HCI/MIS'07), Montreal, 2007. The authors sincerely appreciate the suggestions of three anonymous reviewers. 3and Benbasat (2007) examined interactivity related to purchase intention and intention to return to the website. Johnson et al. (2006) developed a platform on a website for an herbal antidepressant that allowed users to know through an 'at-a-glance' X-Y plot diagram how many other users found the product useful, at what dosages, and for how long. Users could click...

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supporting

confidence: 83%

Perceived interactivity leading to e-loyalty: Development of a model for cognitive–affective user responses

Cyr

Head

Ivanov

2009

International Journal of Human-Computer Studies

274

218

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“…A lot of research on decision aids for consumers shopping for products online has been conducted to address the challenges related to maximization decision quality and minimization of decision effort (Felfernig, Friedrich, Jannach, & Zanker, 2007;Komiak & Benbasat, 2006;Murray & Häubl, 2009;Pu & Faltings, 2000;Stolze, 2009). Such recommendation agents are designed to support consumers in making better purchase decisions, through increasing decision quality and/or reducing the effort required to make a product choice.…”

Section: Drawbacks Of Popular Approachesmentioning

confidence: 99%

The performance of recommender systems in online shopping: A user-centric study

Dąbrowski

Acton

2013

Expert Systems with Applications

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Abstract. This research investigates the effects of preference relaxation on decisionmaking performance of users in online preference-based product search contexts. We compare four recommender systems based on different preference relaxation methods in extensive user experiments with 111 subjects that use two real-world datasets: 1818 digital cameras and 45278 used car advertisements gathered from popular e-commerce websites. Our results provide new insights into the positive impact of the soft-boundary preference relaxation methods on decision-making quality and effort. The paper extends previous studies on this topic and demonstrates that decision aids based on preference relaxation techniques can effectively enhance preference-based product search in online product catalogues and help alleviate common disadvantages of form-based filtering mechanisms.

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“…However, when dealing with products or services which are not completely defined in advance, such as a hotel room, a tailored suit, or a job, online buyers are mostly concerned about inferring product quality and characteristics and buyers' trust in sellers is focused on product misrepresentation due to lack of seller integrity [17]. For instance, perceptions of the firm's integrity increase trust when deciding on a web-based recommendation agent because the customer believes that relying on the recommendation agents will provide truthful and objective recommendations [34]. The willingness to accept a job implies that a trustee believes the firm will completely fulfill the promised conditions of employment.…”

Section: The Firm's Integrity As Perceived By the Users Of The Corpormentioning

confidence: 99%

“…For instance, trusting beliefs in the firm's ability increase when a web-based recommendation agent suggests a specific product or service. This because the customer feels that the recommendation agent will generate well-customized recommendations [34].…”

Section: The Firm's Benevolence Perceived By the Users Of The Corporamentioning

confidence: 99%

The importance of trusting beliefs linked to the corporate website for diffusion of recruiting-related online innovations

2010

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Recruiting-related online innovations represent growing and high-potential opportunities for employers to broaden the reach of their recruiting efforts as well as reduce costs. The diffusion of innovative approaches for online recruiting, however, may experience bias due to potential employees' lack of trust in firms offering positions online, particularly when the firms are small, operate in a risky industry, or are relatively unknown. We use the theory of reasoned action to propose that users of a corporate website develop trust beliefs with regard to three characteristics of the firm: ability, integrity, and benevolence. We have proposed three hypotheses highlighting the importance of trust generated by the corporate website in potential employees. Our experimental results involved a sample of 218 potential employees. These subjects were offered a consulting position in a fictional firm, which could only be known through its corporate website. Although previous literature has paid marginal attention to the influence of users' beliefs regarding corporate integrity and benevolence, our findings showed that users' perceptions of the corporate website regarding firm integrity and benevolence increased the users' willingness to accept a job at the firm. We propose implications of our results for practitioners and for the literature of trust in online contexts.

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The Effects of Personalization and Familiarity on Trust and Adoption of Recommendation Agents

Cited by 1,017 publications

References 6 publications

Perceived interactivity leading to e-loyalty: Development of a model for cognitive–affective user responses

Perceived interactivity leading to e-loyalty: Development of a model for cognitive–affective user responses

The performance of recommender systems in online shopping: A user-centric study

The importance of trusting beliefs linked to the corporate website for diffusion of recruiting-related online innovations

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