기술수용모형과 사용자의 욕구유형을 활용한가상 커뮤니티 추천 모형

Abstract

In this study, we propose o virtual community recommendation model based on user behavioral models. It is designed to recommend optimal virtual communities for an active user by applying case-based reasoning(CBR) using behavioral factors suggested in the technology acceptance model (TAM) and its extensions. Also, it is designed to filter its case-base by considering the users needs type before applying CBR. To test the usefulness of our model, we conduct two-step validation - experimental validation for the collected data, and survey validation for investigating the actual satisfaction level. Experimental results show that our model presents effective recommendation results in an efficient way. In addition, they also show that the information on the users needs type may generate opportunities for cross-selling other commercial Items.