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Article Information:
Empirical Study and Model of User Acceptance for Personalized Recommendation
Zheng Hua
Corresponding Author: Zheng Hua
Submitted: July 27, 2012
Accepted: September 12, 2012
Published: February 21, 2013 |
Abstract:
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Personalized recommendation technology plays an important role in the current e-commerce system, but the user willingness to accept the personalized recommendation and its influencing factors need to be study. In this study, the Theory of Reasoned Action (TRA) and Technology Acceptance Model (TAM) are used to construct a user acceptance model of personalized recommendation which tested by the empirical method. The results show that perceived usefulness, perceived ease of use, subjective rules and trust tend had an impact on personalized recommendation.
Key words: Ease of use, personalized recommendation, technology acceptance model, the theory of reasoned action, usefulness , ,
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Cite this Reference:
Zheng Hua, . Empirical Study and Model of User Acceptance for Personalized Recommendation. Research Journal of Applied Sciences, Engineering and Technology, (06): 2091-2097.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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