Effect of Humanlikeness on Satisfaction with the Recommender System: Expectancy-Disconfirmation Model Perspective

Thumbnail Image
Date
2017-01-01
Authors
Whang, Claire
Im, Hyunjoo
Major Professor
Advisor
Committee Member
Journal Title
Journal ISSN
Volume Title
Publisher
Authors
Research Projects
Organizational Units
Journal Issue
Is Version Of
Versions
Series
Series
International Textile and Apparel Association (ITAA) Annual Conference Proceedings
Iowa State University Conferences and Symposia

The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.

This site provides free, public access to the ITAA annual conference proceedings beginning in 2015. Previous proceedings can be found by following the "Additional ITAA Proceedings" link on the left sidebar of this page.

Department
Abstract

Recommender system is a service agent that provides personalized recommendations based on customers' past behavioral data and general product information. This agent takes the role of salesperson in online shopping by providing necessary information to assist customers to fulfill their shopping goal. As salesperson's advice and assistance is important for customers' satisfaction, how much recommender system is perceived as a human (like a salesperson) was expected to be an important predictor of satisfaction. Using expectancy-disconfirmation theory, this study was designed to investigate the relationships between consumers' personality traits, their perception of humanlikeness of RS, and cognitive and affective satisfaction responses to RS. A structural equation model (N=419) was used to test the hypotheses. The results confirmed the importance of humanlikeness of RS in online shopping satisfaction. Additionally, personality traits (i.e., propensity to trust, openness, and conscientiousness) were found to be related to one's perception of RS's humanlikness.

Comments
Description
Keywords
Citation
DOI
Source
Copyright