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추천시스템 사용에서 개인화-프라이버시-투명성이 사용자 신뢰에 미치는 영향 연구 : 소셜미디어 영상추천을 중심으로
유영하(Young-Ha Yoo),최이슬(Yiseul Choi),박현진(Hyun Jin Park),이정훈(Jung Hoon Lee) 한국디지털콘텐츠학회 2020 한국디지털콘텐츠학회논문지 Vol.21 No.1
Today, the success of social media platform depends on a larger extent on the acceptance of the recommender system, which is calibrated according to the users trust. In this study, we analysed the effects of personalization-private-transparency factors on confidence (competence, benevolence, integrity) in the recommender system. As a result, the benefits of personalization services system had the greatest effect on trust in the recommender, and perceived transparency also effected all trust factors. However, contrary to the research hypothesis privacy risks have not effected trust. Based on these results, the research contributes to the trust literature by revealing the different antecedents of the three trusting beliefs and they provide guidance to improve user’s trust when designers design a recommender system, in the social media context.