Let me decide: The importance of user autonomy in accepting online recommendations.

Leorre Newman, Uriel Haran, Lior Fink

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

The ubiquity of artificial intelligence (AI) algorithms has increased interest in the willingness of online users to accept the recommendations generated by recommendation system (RSs). The present study advances the discourse on how to facilitate the adoption and acceptance of such algorithms and systems by emphasizing the importance of user autonomy. As a first step, the hypothesis that user autonomy increases recommendation acceptance was tested in a controlled online experiment, in which we varied the number of recommendations presented to the user. A total of 240 participants used an online website, specifically developed for this study, to describe their vacation preferences and then chose their preferred vacation. Results show that users are more likely to accept recommendations when more recommendations are presented, highlighting the importance of user autonomy to the acceptance of RS and AI, while informing vendors about ways to tweak their algorithms to increase user compliance
Original languageEnglish
Title of host publicationECIS 2022
StatePublished - 2022

Keywords

  • Recommendation
  • Autonomy
  • Decision making
  • Online experiment

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