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http://dx.doi.org/10.5850/JKSCT.2018.42.5.871

Consumers' Usage Intentions on Online Product Recommendation Service -Focusing on the Mediating Roles of Trust-commitment-  

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)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.42, no.5, 2018 , pp. 871-883 More about this Journal
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
Online product recommendation service; Personalization quality; Relationship quality; Technology quality; Trust-commitment theory;
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Times Cited By KSCI : 4  (Citation Analysis)
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