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Full textPersonality 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
subhizolkafly@icloud.com1
Page 28 – 38 | Vol. 7 No. 2 2022 | Available online on 30 Dec 2022
Abstract
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.
Keywords
Social recommender system; Personality factor; Psychographic factor; Recommender system; Technology acceptance.
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Human Factors & Ergonomics Journal (HFEJ), eISSN: 2590-3705 is the official Journal of Human Factors and Ergonomics Society Malaysia. The journal is published on a biannual basis. HFEJ aims to address current research in the field of Ergonomics in addition to the broad coverage of cognitive ergonomics, user experience, physical ergonomics and others such as transportation, industrial design and industrial engineering. HFEJ is a member of, and subscribes to the principles of the COPE (Committee on Publication Ethics), as such we only accept original work.