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Über dieses Buch

Whether users are likely to accept the recommendations provided by a recommender system is of utmost importance to system designers and the marketers who implement them. By conceptualizing the advice seeking and giving relationship as a fundamentally social process, important avenues for understanding the persuasiveness of recommender systems open up. Specifically, research regarding influential factors in advice seeking relationships, which is abundant in the context of human-human relationships, can provide an important framework for identifying potential influence factors in recommender system context. This book reviews the existing literature on the factors in advice seeking relationships in the context of human-human, human-computer, and human-recommender system interactions. It concludes that many social cues that have been identified as influential in other contexts have yet to be implemented and tested with respect to recommender systems. Implications for recommender system research and design are discussed.



Chapter 1. Introduction

The persuasion literature suggests that people are more likely to accept recommendations when persuasive cues are displayed in the communication process. This chapter explains why persuasion is an important issue in the context of recommender system design and research and provides a general overview of the structure of the book.
Kyung-Hyan Yoo, Ulrike Gretzel, Markus Zanker

Chapter 2. Theoretical Background

This chapter provides the conceptual framework for persuasive recommender systems. Relevant theories for the framework are first reviewed and the framework is presented. The framework is developed based on theoretical background emerging from two theoretical streams in communication research: the Communication-Persuasion Paradigm and Media Equation Theory. Applying such communication theories to recommender systems, the system itself can be seen as a source, its recommendations as messages and its users as receivers of these messages. These process components exist within a certain communication context that influences the way cues are communicated and perceived. The interaction results in communication effects that ultimately encourage or discourage reuse of the system.
Kyung-Hyan Yoo, Ulrike Gretzel, Markus Zanker

Chapter 3. Source Factors

This chapter discusses source factors that can influence persuasion outcomes. An overview of relevant source factors examined in the traditional interpersonal communication literature is provided. Then various factors that have been applied and examined in relation to technology, and in particular with respect to recommender systems, are discussed.
Kyung-Hyan Yoo, Ulrike Gretzel, Markus Zanker

Chapter 4. Message Factors

While the source of a message plays an important role in the persuasion process, the message itself can also have a significant impact on the persuasiveness of recommendations. This chapter reviews the relevant message factors studied in traditional persuasion literature and discusses how those factors have been applied and examined in the technology as well as recommender system realms.
Kyung-Hyan Yoo, Ulrike Gretzel, Markus Zanker

Chapter 5. Receiver and Context Factors

Although a communicator possesses persuasive characteristics and delivers a persuasive message to a target audience, it is not guaranteed that the message will be accepted by the receiver. The characteristics of a receiver as well as context factors often moderate the persuasion process. This chapter discusses the factors related to the receiver and the context. The factors examined in traditional interpersonal communication studies are first reviewed and the characteristics of recommender system users as well as contextual cues tested in existing recommender system studies are discussed.
Kyung-Hyan Yoo, Ulrike Gretzel, Markus Zanker

Chapter 6. Discussion

A conceptual model for persuasive recommender systems is depicted in this chapter based on the review of existing recommender system literature discussed in the previous chapters. The key constructs in the model are the recommender system (source), the recommendation (message), and the system user (receiver) whose interactions are influenced by contextual factors. The persuasive outcomes (effect) are also conceptualized in the model. This model gives an idea of the current status of persuasive recommender system research and outlines the key constructs and their relationships.
Kyung-Hyan Yoo, Ulrike Gretzel, Markus Zanker

Chapter 7. Implications for Recommender System Design

Although a multitude of persuasive characteristics of recommender systems have been researched until now, a coherent theory of how to design and implement persuasive recommendation applications is not available. In this chapter, implications for creating persuasive recommender systems are outlined following the structure of the suggested framework for persuasive recommender systems.
Kyung-Hyan Yoo, Ulrike Gretzel, Markus Zanker

Chapter 8. Directions for Future Research

This chapter identifies research gaps based on the review of existing literature and provides concrete suggestions for future research. The need for new research methodologies and measurement approaches as well as the necessity to consider novel ways to interact with recommender systems, for instance through mobile devices, are outlined. In addition, ethical issues in regard to creating persuasive recommender systems are discussed.
Kyung-Hyan Yoo, Ulrike Gretzel, Markus Zanker


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