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

The Korean Society of Clothing and Textiles (한국의류학회)
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Consumers' Usage Intentions on Online Product Recommendation Service -Focusing on the Mediating Roles of Trust-commitment-

온라인 상품추천 서비스에 대한 소비자 사용 의도 -신뢰-몰입의 매개역할을 중심으로-

  • Lee, Ha Kyung (Dept. of Business Administration, Seoul National University of Science and Technology) ;
  • Yoon, Namhee (Korea Research Institute for Fashion and Distribution Information) ;
  • Jang, Seyoon (Korea Research Institute for Fashion and Distribution Information)
  • 이하경 (서울과학기술대학교 경영학과) ;
  • 윤남희 (한국패션유통정보연구원) ;
  • 장세윤 (한국패션유통정보연구원)
  • Received : 2018.06.26
  • Accepted : 2018.08.23
  • Published : 2018.10.31
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Abstract

This study tests consumer responses to online product recommendation service offered by a website. A product recommendation service refers to a filtering system that predicts and shows items that consumers would like to purchase based on their searches or pre-purchase information. The survey is conducted on 300 people in an age group between 20 and 40 years in a panel of an online survey firm. Data are analyzed using confirmatory factor analysis and structural equation modeling by AMOS 20.0. The results show that personalization quality does not have a significant effect on trust, but relationship quality and technology quality have a positive effect on trust. Three types of quality of recommendation service also have a positive effect on commitment. Trust and commitment are factors that increase service usage intentions. In addition, this study reveals the moderating effect of light users vs heavy users based on online shopping time. Light users show a negative effect of personalization quality on trust, indicating that they are likely to be uncomfortable to the service using personal information, compared to heavy users. This study also finds that trust vs commitment is an important factor increasing service usage intentions for heavy users vs light users.

Keywords

References

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