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Virtual Community Recommendation Model using Technology Acceptance Model and User's Needs Type  

Lee, Hyoung-Yong (한동대학교 경영경제학부)
Han, In-Goo (KAIST 테크노경영대학원)
Ahn, Hyun-Chul (KAIST 테크노경영대학원)
Publication Information
Asia pacific journal of information systems / v.16, no.4, 2006 , pp. 217-238 More about this Journal
Abstract
In this study, we propose a virtual community recommendation model based on user behavioral models. It is designed to recommend optimal virtual communities for an active user by applying case-based reasoning (CBR) using behavioral factors suggested in the technology acceptance model (TAM) and its extensions. Also, it is designed to filter its case-base by considering the user's needs type before applying CBR. To test the usefulness of our model, we conduct two-step validation - experimental validation for the collected data, and survey validation for investigating the actual satisfaction level. Experimental results show that our model presents effective recommendation results in an efficient way. In addition, they also show that the information on the user's needs type may generate opportunities for cross-selling other commercial items.
Keywords
Recommendation Model; Technology Acceptance Model; Needs; Case-based Reasoning;
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