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http://dx.doi.org/10.15207/JKCS.2022.13.01.063

Effect on user evaluation, purchase intention, and satisfaction of personalized recommendation services by purchase journey in mobile fashion commerce  

kang, Sun-Young (Dept. of Smart Experience Design, Graduate School of Techno Design, Kookmin University)
Pan, Young-Hwan (Dept. of Smart Experience Design, Graduate School of Techno Design, Kookmin University)
Publication Information
Journal of the Korea Convergence Society / v.13, no.1, 2022 , pp. 63-70 More about this Journal
Abstract
Fashion is a field in which personal taste acts as the first criterion for purchase, and it is being refined as an important strategy to increase purchase conversion on mobile. Although related studies have been conducted, there are insufficient studies to confirm this according to the detailed purchasing journey of consumers. The purpose of this study is to examine whether the evaluation of user experience factors of personalized recommendation service differs by purchase journey, and to reveal whether it affects purchase intention and satisfaction. Variety, reliability, and convenience showed a significant difference at the level of 0.001% and usefulness at the level of 0.05%. Satisfaction levels were different for each stage, such as novelty and usefulness in the cognitive and interest stage, and high reliability and diversity in the search stage. It has theoretical significance in that it enhances the understanding of the purchase journey by revealing that there is a difference in user evaluation of the personalized recommendation service, and it has practical significance in that it suggests the direction of improvement of the personalized recommendation service strategy. If research on effectiveness is conducted in the future, it will be able to contribute to an advanced strategy.
Keywords
Recommendation service; User evaluation; Online fashion shopping mall; Mobile commerce; Personalized recommendation service;
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Times Cited By KSCI : 4  (Citation Analysis)
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