Receiving personal recommendations has today become very common in digital environments. However, little is yet known about how these are perceived by the users directly affected. Previous studies have indicated that attitudes towards personalized content on the internet varies depending under which circumstances they occur. Although people perceive personalization online as beneficial in some cases, there is still a widespread dissatisfaction with the collection of private data. A greater transparency of the gathering and usage of sensitive data has been designated as a necessary step in order for the user to gain more control and increase digital integrity. This study aimed to investigate how increased transparency of private data affects the acceptability of personal recommendations online, that are based on AI-assisted systems. In the current study three chosen domains have been studied: Amusement & entertainment, News & politics and Health & medical care. Potential impact of underlying emotional mechanisms has also will been examined. The participants (N = 498) completed an online survey where transparency of sensitive data was manipulated in two groups as the main independent variable. Acceptance was then measured in subsequent questions, as well as standpoints of emotional and ethical statements related to scenarios for each domain. The hypothesis predicted that the acceptance would increase with added transparency due to more visibility and control of how private data is utilized. However, there will still be a difference between domains where highest acceptance will be measured for amusement & entertainment in relation to news & politics and health & medical care. Based on multiple mixed ANOVAs it can be stated that transparency seems to have a negative effect on acceptance, where acceptance level decreases in all instances with higher transparency for private data. Transparency appears to have the most impact on health and & medical care. The results indicate that emotional reactions follow the same pattern as acceptance, with greater negative feelings for increased transparency and higher positive feelings for low transparency etc. This research reveals interesting relationships between transparency, acceptance and emotional reactions toward personal recommendations which ought to be studied profoundly in the future.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:liu-177470 |
| Date | January 2021 |
| Creators | Mörner, Caroline |
| Publisher | Linköpings universitet, Institutionen för datavetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | Caroline Mörner |
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