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

The Korean Society of Clothing and Textiles (한국의류학회)
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Consumers' Willingness to Provide Information and Cooperation Intention in the Use of Mobile Product Recommendation Services for Fashion Stores

패션점포 내 모바일 제품추천 서비스에 대한 소비자의 정보제공의도와 협력의도

  • Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University) ;
  • Moon, Heekang (Dept. of Home Economics Education, Pai Chai University)
  • 이현화 (인하대학교 의류디자인학 전공) ;
  • 문희강 (배재대학교 가정교육과)
  • Received : 2013.11.06
  • Accepted : 2013.12.12
  • Published : 2013.12.31
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Abstract

This study examined the effects of consumers' usefulness and the hedonic perception of their willingness to provide information and cooperation intention in the use of location-context based mobile product recommendation services for fashion stores. We examined the influence of consumers' beliefs regarding marketer's information practices on their perceptions of provided services. In addition, the moderating effects of consumers' epistemic curiosity and information control level were investigated. A total of 400 smartphone users were included as participants for the present study. The results showed that consumers who perceived information services as more hedonic and useful are more likely to provide personal information and cooperate with marketers. The findings of the study suggest that fashion retailers who plan to introduce mobile product recommendation services should pay attention to the hedonic aspects of the services. In addition, the effects of usefulness and hedonic perception of the two dependent variables were different according to the level of epistemic curiosity and information control.

Keywords

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