## 5 Results
### Effects of Diversity and Mediating Effects of Information Quality and Perceived Playfulness  
To test Hypotheses 1s and 2s, we conducted simple mediation analyses to validate whether information quality and perceived playfulness mediate the effect of diversity on the intention to use. Specifically, the effects of diversity in the social recommendations on information quality and perceived playfulness (H1a and H1b), as well as the mediating effects of these two variables on intention to use, were tested (H2a and H2b). Figure 5 shows the overall results of both the full models.  
\begin{table}
\begin{tabular}{c c} \hline \hline
**Question Type** & **Questionnaire Items** \\ \hline \multirow{6}{*}{Content choice} & Q1. Can you find diverse and novel contents while using this service compared with your own recommendation list? \\  & Q2. Have you ever heard about the content you found in this service? \\  & Q3. Do you think this recommendation list convinced you to choose \\  & Q4. Do you think this recommendation list reminded you of the \\  & contents you already know about? \\ \hline \multirow{6}{*}{Other conditions} & Q1. What if this recommendation list is your real \\  & friends’/online-friends’/influencers’? \\  & Q2. What if this recommendation list is produced by its \\  & owner/algorithms? \\ \hline \multirow{3}{*}{Sharing} & Q1. Did you enjoy/feel interested while using this service? \\  & Q2. Do you want to share your recommendation list? \\  & Q3. Do you worry about privacy violations? (What if anonymous?) \\ \hline \multirow{2}{*}{Rating system} & Q1. Which one do you prefer, star-rating or recommendation sharing? \\  & (Why?) \\ \hline \hline \end{tabular}
\end{table}
Table 1: Question lists of the follow-up interview.  
First, results indicated that perceived diversity by social recommendation was a significant predictor of both information quality (B = 0.331, SE = 0.140, \(p\) = 0.033) and perceived playfulness (B = 0.387, SE = 0.151, \(p\) = 0.016) at the 0.05 significance level. Thus, Hypotheses H1a and H1b were all supported (see Table 2).  
Both information quality (B = 0.799, SE = 0.219, \(p\) = 0.001) and perceived playfulness (B = 1.041, SE = 0.154, \(p\) < 0.001) were significant predictors of intention to use at the 0.05 significance level. Accordingly, Hypotheses 2a and 2b were supported (see Table 3). However, perceived diversity did not show significant effects directly on intention to use in both models, including information quality (B = 0.223, SE = 0.186, \(p\) = 0.240) and perceived playfulness (B = 0.070, SE = 0.145, \(p\) = 0.633).  
Lastly, to examine the significance of mediating effects of information quality and perceived playfulness, the complete mediations were tested with 5000 times bootstrapping. Results showed that no direct effect of perceived diversity on intention to use was found. Moreover, indirect effects were statistically significant in both models, including information quality (B = 0.249, SE = 0.107, 95% C.I. = 0.062 - 0.485) and perceived playfulness (B = 0.402, SE = 0.180, 95% C.I. = 0.032 - 0.733) (see Table 4). Conclusively, overall results indicated that perceived diversity can significantly affect intention to use only through information quality or perceived playfulness (see Figure 5).