The Development and Validation of Preference Diversity and Openness to Novelty Scale for Movie Preference Structure
Date Issued
2015
Date
2015
Author(s)
Chang, Mei-Mei
Abstract
There is an increasing attention in the Recommender Systems field that diversity and novelty are key qualities of recommendation results beyond accuracy.This study explores the differences between different users acceptdiversity and novelty from the perspective of personal traits and preference structure,namely, “preference diversity” and “openness to novelty.”This study aimed to develop preference diversity and openness to novelty scale for movie preference structure, construct reliable and valid instruments, and validate the correlation between the scales and movie viewers’ preferences. Preference diversity denotes how widely scattered one’s interests are. Openness to novelty represents the extent to which an individual is willing to venture out of familiarity. Items were created based on the literature review and the results of focus group.Initial scales were then carefully examined and revisedbased on experts’ opinions.Through exploratory factor analysis and item analysis, each formal scale comprised 5 items scored on a 7-point Likert scale.Besides, film data were collected andquestionnairewas established to collectmovie-viewing behavior and movie preference.293 valid surveys were collected and correlation analyses were then performedbetween scales and movie questionnaire. Major finding are as following:Cronbach’sαvalues were above 0.7 on both initial and formal scales, which showed stability and internal consistency.Face validity, content validity,construct validity, and external validitywere tested and it was found that the two scales hadsatisfactory consistency, reliability, and validity.Results showed that there was a significant positive correlation betweenthe scales and the number of consumers’ corresponding movie-viewing behaviors.Preference diversity was measured by movie genresthat the users had seen, their average similarity, and number of components calculated usingsocial network analysis,whereasopenness to noveltywas measured by non-mainstream films that the users had watchedand their acceptance ofunfamiliar movies.Results also showed that the higher one’s preference diversity, the more diversity was the movies s/he had watched, as measured by average dissimilarity.Furthermore, those who have higher openness to novelty tend to watch more non-mainstream films and interestedin greater number of unfamiliar movies.
Subjects
preference diversity
openness to novelty
movie recommender system
preference structure
scale development
Type
thesis
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