The Effect of Personalization Techniques in Users' Perceptions of Conversational Recommender Systems

Conversational recommender systems provide users with individually tailored recommendations in a flowing dialogue. These require users to disclose information proactively or reactively for receiving personalized recommendations, which can trigger users' resistance to the platform and to the recommendations. Accordingly, this study examined the extent to which user-initiated and system-initiated recommendations provided by a conversational recommender system influenced users' perceptions of it. The results of an online experiment entail that when recommendations are system-initiated, as compared to user-initiated, users perceive to be in less control and perceive the system as riskier. Furthermore, the results stress that systems that provide user-initiated or system-initiated recommendations do not differ in users' perceptions of anthropomorphism.