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

The Korean Society of Clothing and Textiles (한국의류학회)
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Study on User Experience of Personalized Recommendation Systems of Fashion Vertical Platforms -The Regulation Effect of Self-Regulatory Focus-

패션 버티컬 플랫폼 개인화 추천시스템의 사용자 경험에 관한 연구 -자기조절초점의 조절효과-

  • Min-Ji Park (Dept. of Clothing & Textile, Kyungpook National University) ;
  • Hyun-Hee Park (Dept. of Fashion Design, Kyungpook National University) ;
  • Yang-Suk Ku (Dept. of Clothing & Textile, Kyungpook National University)
  • 박민지 (경북대학교 의류학과) ;
  • 박현희 (경북대학교 패션디자인전공) ;
  • 구양숙 (경북대학교 의류학과)
  • Received : 2023.05.02
  • Accepted : 2023.08.03
  • Published : 2023.08.31
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Abstract

This study aims to validate the user experience associated with the personalized recommendation systems of fashion vertical platforms. The investigation focused on women aged 18 to 30 with prior experience using personalized fashion recommendation systems. The collected data were analyzed using SPSS 26.0 and AMOS 26.0, and the outcomes can be summarized as follows. Firstly, the diversity and usefulness of information quality exerted a positive effect on use satisfaction. Secondly, the affirmative impact of the reliability of system quality on user satisfaction was established, although stability was not confirmed. Thirdly, the study identified a favorable connection between ease-of-use of service quality and user satisfaction, while the influence of tangibles was unsubstantiated. Fourthly, the degree of self-reference was found to have a positive effect on user satisfaction. Fifthly, a constructive relationship emerged between user satisfaction and both continuous-use intention and recommendation intention. Lastly, there was a significant difference in the magnitude of the effect of ease-of-use on satisfaction according to self-regulatory focus. The findings of this study hold the potential to enhance the explanatory and predictive power of the field of consumer behavior within the novel shopping landscape of fashion vertical platforms.

Keywords

Acknowledgement

본 논문은 석사학위 논문의 일부임.

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