Relevancy or Diversity?

Wei Wang, Shiyong Zheng, Rizwan Ali, Jiaying Li

OAI: oai:igi-global.com:310929 • DOI: 10.4018/JGIM.310929

Reading information in news feed apps has become a kind of popular content consumption in recent years. However, there are contradictory conclusions about the recommendation strategies. Although some previous research has studied the algorithms to improve the accuracy of the combined of relevancy and diversity strategies, how to compromise them according to user attitude and behavior from individual level is limited. This study aims to solve the dilemma at a theoretical level, and the authors find that the degree of multi-context use is a key boundary. Specifically, 1) the location-based recommendation method may lose effectiveness when the degree of a multi-context is high. 2) The users who prefer to use news feed systems in various contexts in their daily life are more likely to read diverse information. The authors suppose that with the increase of the degree of multi-context use, the location-based recommendation may trigger users perceived privacy threat, which will reduce their satisfaction and participation intention.