Investigation About Applicability of Personal Values for Recommender System

A recommender systemis a fundamental technique for finding information that is likely to be preferred by users among vast amounts of information. While existing recommender systems usually employ user preference or attributes of items to make recommendations, marketing fields have been taking notice of personal values, because that such values are significantly related to user preference. This paper investigates the applicability of personal values in modeling items and users. The results of questionnaires show the feasibility of a recommender system based on personal values.