Personality and Psychographic Factor Influence Towards Intention to Use Social Recommender System


Ahmad Subhi Zolkafly1, Rahayu Ahmad2, Azizi Ab. Aziz3

School of Computing, Universiti Utara Malaysia, Sintok, Kedah1,2,3


Page 28 – 38   |   Vol. 7 No. 2 2022   |    Available online on 30 Dec 2022


The Recommender System (RS) has become an important area of research in recent years, not only because it allows people to find related products and services, but because it has also expanded the research area on recommending human relationships, known as the Social Recommender System (SRS). Successful application of recommended system algorithms requires a critical mass of users. The recommendation system will not be valuable or accurate if it has few users and little data. This study examines the variables affecting a person’s decision to use a social recommendation system. The factors examined were Big 5 personality and Values and Lifestyles psychographic factors. Questionnaires were distributed using a snowball approach. The respondents were 832 Malaysian citizens, and the Results were analyzed using the Statistical Package for the Social Sciences (SPSS). The results demonstrate several personality styles were more inclined towards the intention of using SRS. People with neurotic personalities have a negative attitude toward intention. In addition, this paper also recommends the researcher to highlight the intention to use a recommender system from different generations of the respondents. Future studies can use SRS to compare the preferences of different Malaysian generations, from baby boomers to millennials.


Social recommender system; Personality factor; Psychographic factor; Recommender system; Technology acceptance.

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