The influence of perceived credibility on preferences for recommender systems as sources of advice

Yoo, Kyung Hyan and Gretzel, Ulrike (2008) The influence of perceived credibility on preferences for recommender systems as sources of advice. Journal of Information Technology and Tourism, 10 2: 133-146. doi:10.3727/109830508784913059


Author Yoo, Kyung Hyan
Gretzel, Ulrike
Title The influence of perceived credibility on preferences for recommender systems as sources of advice
Journal name Journal of Information Technology and Tourism   Check publisher's open access policy
ISSN 1098-3058
1943-4294
Publication date 2008-06
Sub-type Article (original research)
DOI 10.3727/109830508784913059
Open Access Status
Volume 10
Issue 2
Start page 133
End page 146
Total pages 14
Place of publication Putnam Valley, NY, United States
Publisher Cognizant Communication Corporation
Language eng
Abstract Recommender systems promise to support travelers in complex decision-making processes; however, whether a recommendation is seen as credible advice and actually taken into account not only depends on travelers' perceptions of the recommendation but also of the system as the advice giver. A scale to measure recommender system credibility was developed and tested. The results confirm that credibility has two dimensions: expertise and trustworthiness. Further, significant gender differences in credibility perceptions were found. The findings also indicate that respondents prefer humans as recommendation sources and that this preference is influenced by perceptions of lack of credibility of recommender systems as well as gender-specific preferences. Implications for future research and for recommender system design are discussed.
Keyword Credibility
Expertise
Gender differences
Recommendation source preference
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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Created: Thu, 27 Mar 2014, 13:05:24 EST by Karen Morgan on behalf of UQ Business School