Consumer Attitudes toward News Delivering: An Experimental Evaluation of the Use and Efficacy of Personalized Recommendations

Abstract

This paper presents an experiment on newsreaders’ behavior and preferences on the interaction with online personalized news. Different recommendation approaches, based on consumption profiles and user location, and the impact of personalized news on several aspects of consumer decision-making are examined on a group of volunteers. Results show a significant preference for reading recommended news over other news presented on the screen, regardless of the chosen editorial layout. In addition, the study also provides support for the creation of profiles taking into consideration the evolution of user’s interests. The proposed solution is valid for users with different reading habits and can be successfully applied even to users with small consumption history. Our findings can be used by news providers to improve online services, thus increasing readers’ perceived satisfaction.