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http://dx.doi.org/10.5850/JKSCT.2012.36.11.1222

Product Recommendation Service in Online Mass Customization: Consumers' Cognitive and Affective Responses  

Moon, Heekang (Dept. of Home Economics Education, Pai Chai University)
Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.36, no.11, 2012 , pp. 1222-1236 More about this Journal
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.
Keywords
Online mass customization; Product recommendation service; Product evaluation; S-O-R; Cognitive-affective response;
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Times Cited By KSCI : 6  (Citation Analysis)
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