Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Product Recommendation Service in Online Mass Customization: Consumers' Cognitive and Affective Responses

의류상품의 온라인 대량고객화 제품추천 서비스에 대한 소비자의 감정적, 인지적 반응

  • Moon, Heekang (Dept. of Home Economics Education, Pai Chai University) ;
  • Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University)
  • 문희강 (배재대학교 가정교육과) ;
  • 이현화 (인하대학교 의류디자인학 전공)
  • Received : 2012.10.11
  • Accepted : 2012.11.10
  • Published : 2012.11.30
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Abstract

This study examined the effects of product recommendation services as an atmosphere for online mass customization shopping sites on consumers' cognitive and affective responses. We conducted a between-subject experimental study using a convenience sample of college students. A total of 196 participants provided usable responses for structural equation modeling analysis. The findings of the study support the S-O-R model for a product recommendation system as an element of the shopping environment with an influence on OMC product evaluations and arousal. The results showed that OMC product recommendation service positively affected cognitive and affective responses. The findings of the study suggest that OMC retailers might pay attention to the affective and cognitive responses of consumers through product recommendation services that can enhance product evaluations and OMC usage intentions.

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References

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