[1C5-GS-11] AI and Society:

[1C5-GS-11-04] Social Acceptability of Personal Data Usage in Personalized Recommendation Systems for Media Services

An Analysis of Acceptance Corresponding to Social Norms and Personal Beliefs Through Bayesian Estimation

〇Soichiro Morishita¹, Masanori Takano¹, Hideaki Takeda² (1. CyberAgent, Inc., 2. National Institute of Informatics (NII))

Keywords:social acceptability, personal data, recommendation system, Bayesian estimation

As many aspects of people's lives are now conducted on digital platforms, personal data is being actively utilized in a variety of businesses. Knowing what users think about the acceptability of data use for each business should serve as a guideline for the socially acceptable use of data. Based on this idea, the authors have already conducted a Web questionnaire survey on the social acceptability of personal data according to the controller that use the data and the purpose of the processing data are used. As a result, it was found that there was a positive correlation between the acceptability of the use of personal data in terms of socially accepted ideas and the intention of the use of personal data in terms of personal ideas, but there were also cases where the use of personal data was not acceptable but the intention of the use was. Based on these results, this paper analyzes the relationship between the acceptability of implementation and the intention of use using Bayesian inference, based on a Web questionnaire regarding the use of personal data in a personalized media service recommendation system.