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

The Korean Society of Clothing and Textiles (한국의류학회)
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Psychological Effect of Personalized Services on Customer's Website Loyalty in Fashion -Focusing on Cognitive Efficiency, Website Socialness, and Perceived Enjoyment-

  • Lee, Eun-Jung (Dept. of Fashion Design, College of Design, Kookmin University)
  • Received : 2014.09.26
  • Accepted : 2015.03.13
  • Published : 2015.06.30
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Abstract

Prior research highlighted personalized services as a crucial antecedent to website loyalty, yet little has been discussed on the underlying mechanism. The current study explores the intervening effects of the three psychological constructs in the personalization-loyalty relationship: cognitive efficiency, perceived enjoyment, and socialness. An experiment was conducted with a total of 414 U.S. shoppers on a fictitious e-tail site for jeans that employed different levels of personalized content. The results found that the participants exposed to the high-level personalization condition reported a higher cognitive efficiency and higher socialness perception regarding the fashion e-tail site; however, no direct effect of intensity of e-personalization was found on perceived enjoyment. Cognitive efficiency and enjoyment perceptions on the site significantly increased customers' loyalty intentions regarding the site, while website socialness perception had no direct effect on loyalty intentions. Website socialness showed indirect effects on website loyalty intentions only through cognitive efficiency and perceived enjoyment; however, no direct effect from website socialness was found. Implications and limitations of the study were discussed.

Keywords

References

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