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vii CHAPTER 1. OVERVIEW 1 1.1 Background 1 1.2 Research 2 CHAPTER 2. REVIEW OF LITERATURE 5 2.1 Recommendation Systems 5 2.1.1 An Overview of Recommendation Systems 5 2.1.2 Collaborative filtering Recommendation System 8 2.1.3 Content-based Recommendation System 12 2.2 Unified Theory of Acceptance and Use of Technology 17 2.2.1 Underlying Concept of UTAUT 17 2.2.2 Framework of UTAUT 23 2.3 Trust 26 2.4 Types of Products 28 2.5 Research Model 28 2.6 Research Hypotheses 30 2.7 Definitions of Variables 34 2.7.1 Performance Expectancy 34 2.7.2 Effort Expectancy 34 2.7.3 Social Influence 34 2.7.4 Trust 35 2.7.5 Behavioral Intentions to Use Recommendation Systems 35 2.7.6 Sex 35 2.7.7 Experience 35 2.7.8 Types of Products 35 CHAPTER 3. METHODOLOGY AND PROCEDURES 36 3.1 Pilot Test 36 3.1.1 Participants 36 3.1.2 Procedure 36 3.2 Final Study 36 3.2.1 Participants 37 3.2.2 Procedure 37 3.3 Measure 38 CHAPTER 4. RESULTS 40 4.1 Pilot Test 40 4.2 Final Study 41 4.2.1 Data Characteristics 41 4.2.2 Instrument Quality Analysis 48 4.2.3 Hypothesis Testing 54 4.2.4 Hypothesis Results Summary 60

Antecedents of Review and Recommendation Systems Acceptance