Factors Affecting the Use of Mobile Recommendation Systems: a Structural Equation Model

Abstract

The main purpose of this study is to investigate attitudes and behaviors of university students towards mobile recommender systems using a proposed structural equation model (SEM). In the proposed model, expected recommendation quality of mobile recommender systems was defined as the exogenous latent variable, while perceived recommendation quality, enjoyment, collectivism, and attitude were defined as the mediating endogenous latent variables, and behavior was defined as the endogenous latent variable. To this end, the survey developed based on the literature was administered to 416 students from various faculties. The fitness of the proposed structural model was investigated based on various fitness criteria and the model was found to be within acceptable limits.  Data analysis showed that expected recommendation quality and perceived recommendation quality were closely related and perceived recommendation quality, user enjoyment, and collectivism positively affected attitudes of students towards mobile recommender systems. Also, it was found that an increase of one unit in students’ positive attitudes towards recommender systems led to an increase of 0.38 units in mobile recommender system use behavior. 

Mobil Öneri Sistemleri Kullanımını Etkileyen Faktörler: Bir Yapısal Eşitlik Modeli

Abstract

Bu çalışmanın temel amacı üniversite öğrencilerin mobil öneri sistemlerine yönelik tutum ve davranışları önerilen bir yapısal eşitlik modellemesiyle (YEM) araştırmaktır. Önerilen modelde, mobil öneri sistemlerinin beklenen öneri kalitesi, dışsal gizli değişken olarak tanımlanırken, algılanan öneri kalitesi, zevk, paylaşma, tutum aracı içsel gizil değişkenler ve davranış da içsel gizli değişken olarak tanımlanmıştır. Bu amaçla, çeşitli fakültelerinde öğretim gören 416 öğrenciye, literatürden yararlanılarak geliştirilen bir anket uygulanmıştır. Önerilen yapısal model çeşitli uyum ölçütlerine dayanarak uygunluğu araştırılmış ve sonuçta modelin kabul edilebilir sınırlar içinde kaldığı görülmüştür.  Verilerin analizi sonucunda, beklenen ve algılanan öneri kalitesinin yüksek düzeyde ilişkili olduğu, algılanan mobil öneri kalitesinin, kullanıcı zevki ve paylaşmanın öğrencilerin mobil öneri sistemlerine yönelik tutumlarını olumlu yönde etkilediği belirlenmiştir. Ayrıca, öğrencilerin mobil öneri sistemlerini yönelik olumlu tutumlarındaki bir birimlik artışın, öğrencilerin öneri sistemleri kullanma davranışlarını 0,38 birim arttırdığı da tespit edilmiştir. 

Keywords

• öneri sistemi,mobil öneri

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