Earticle

초록

영어

There are flourishing studies in the acceptance or usage of information systems literature. Most of them have taken the pro - acceptance view. Undesirably, information technologies often provoke users' reactance or resistance. This paper explores one of the negative reactions -psychological reactance. The present paper studies the effects of the users' perception of threatened freedom and personalization degree on intention to use recommendation services. High personalization can be a major motivation for users to accept recommendation systems. However recommendation services are a two-edged sword, which not only provides users the efficiency of decision making but also poses threats to free choice. When people consider that their freedom is reduced or threatened by others, they experience the motivational state to restore the freedom. This motivational state must be considered in understanding usage of information systems, especially personalized services which are designed for persuasion or compliance. This paper empirically investigates the effect of personalization and the psychological reactance on the intention to use information systems in the personalized recommendation context. Users' perception of personalization increases the usefulness of recommendation service while their perception of threat to freedom reduces the intention to use personalized recommendation service. Findings and implications are discussed.

목차

I. 서론
 II. 이론적 배경
  2.1 심리적 반발
  2.2 개인화 상품 추천
  2.3 기술수용모형
 III. 연구 가설 및 연구 모형
 IV. 연구 방법
  4.1 측정 방법 
  4.2 자료 수집
  4.3 자료 분석
  4.4 PLS 결과
 V. 토론 및 시사점
  5.1 토론
  5.2 연구 시사점
 VI. 결론
  6.1 연구 요약
  6.2 연구 한계점 및 향후 연구 방향
 참고문헌
 부록

저자

• 이규동 [ Gyu Dong Lee | 성균관대학교 경영학과 박사과정 수료 ]
• 이원준 [ Won Jun Lee | 성균관대학교 경영학부 교수 ] 교신저자
• 김종욱 [ Jonguk Kim | 성균관대학교 경영학부 교수 ]

참고문헌