articleMIS QuarterlyDec 1, 2006Closed access

The Effects of Personalization and Familiarity on Trust and Adoption of Recommendation Agents1

KKomiakIBIzak Benbasat

Memorial University of Newfoundland · University of British Columbia

Indexed incrossref

Abstract

In the context of personalization technologies, such as Web-based product-brokering recommendation agents (RAs) in electronic commerce, existing technology acceptance theories need to be expanded to take into account not only the cognitive beliefs leading to adoption behavior, but also the affect elicited by the personalized nature of the technology. This study takes a trust-centered, cognitive and emotional balanced perspective to study RA adoption. Grounded on the theory of reasoned action, the IT adoption literature, and the trust literature, this study theoretically articulates and empirically examines the effects of perceived personalization and familiarity on cognitive trust and emotional trust in an RA,…

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1,276
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22.74
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100%
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Authors

2

Topics & keywords

Topics
Keywords
  • Personalization
  • Business
  • Knowledge management
  • Marketing
  • Recommender system
  • Computer science
  • Psychology
  • World Wide Web
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