The effects of customization and recommendation source on reader perceptions of a news website

This thesis examines the effects of customization and recommendation source on reader perceptions of a news website. It contributes to the existing literature by examining the influence of these variables in concert as well as in isolation. It seeks to strengthen our knowledge of the mechanisms underlying persuasion in online news by exploring the role of several potential mediators: perceived relevance, novelty, interactivity, and involvement. It investigates the impact on perceived credibility, quality, and representativeness of articles presented on the website. It details the methods and results of an experiment (N=106) designed to examine the research questions. Results indicate that customization has a positive psychological effect on attitude toward the website and that the relationship is mediated by perceived relevance and interactivity. Findings suggest that recommendation source has no significant effect on attitude toward the website or articles. Theoretical and practical implications, limitations, and suggestions for future research are discussed