UNDERSTANDING THE USE AND ADOPTION OF RECOMMENDATION SYSTEMS IN ACCORDANCE WITH PERSONALITY PSYCHOLOGY

Abstract

Study investigating user interaction in Recommendation Systems based on Personality Psychology. It adopts Personality Psychology as its theoretical foundation, using the Big Five Theory, which adopts the following personality traits: openness to experience, conscientiousness, extroversion, agreeableness, and neuroticism. It is also based on Recommendation Systems, considering their variation in Collaborative Recommendation Systems, Content-Based Recommendation Systems, and Hybrid Recommendation Systems. It qualifies as a deductive, descriptive, bibliographic, documentary, qualitative, and quantitative research study, which used a questionnaire to collect data from undergraduate students at the University of Brasília (Brazil), considering the profile and relationship of these participants with Recommendation Systems, including in libraries. The results show that the audience is largely made up of undergraduate students in Library Science, who have the following personality traits: openness to experience as the most recurrent factor among positive scores, while the factor with the lowest occurrence was extroversion; extroversion and agreeableness are the highest percentages in the negative score, while the lowest is the factor of conscientiousness. The results show that the audience is largely made up of undergraduate students in Library Science, who have the following personality traits: openness to experience as the most recurrent factor among positive scores, while the factor with the lowest occurrence was extroversion; extroversion and agreeableness are the highest percentages in the negative score, while the lowest is the factor of conscientiousness. It is observed that most individuals report frequent use of Recommendation Systems, in addition to reporting that they have no barriers to using these systems. It is noted that the Hybrid Recommendation System was the most cited, and the platforms of this type that they frequently use are social networks. It is also noted that the majority is in favor of implementing Recommendation Systems in libraries, via automated systems mediated by chatbots, and that Recommendation Systems can act directly in meeting informational demands, such as producing lists of book recommendations. It is concluded that the acceptance of Recommendation Systems is not only due to the functionality of the technology, but also to the compatibility between the psychological traits of users and the characteristics of the systems, especially their openness to experimenting with new possibilities, including the adoption of RS in libraries, as an effective integration between technology and information mediation.