Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effect of Consumers' Choice Overload and Avoidance of Similarity on Innovativeness and Use Compatibility in Online Recommendation Service

소비자의 선택 과부하와 유사성 회피 성향이 온라인 추천 서비스의 혁신성과 사용 적합성 지각에 미치는 영향

  • Yoon, Namhee (Korea Research Institute for Fashion and Distribution Information) ;
  • Lee, Ha Kyung (Dept. of Business Administration, Seoul National University of Science and Technology) ;
  • Jang, Seyoon (Korea Research Institute for Fashion and Distribution Information)
  • 윤남희 (한국패션유통정보연구원) ;
  • 이하경 (서울과학기술대학교 경영학과) ;
  • 장세윤 (한국패션유통정보연구원)
  • Received : 2019.02.22
  • Accepted : 2019.04.05
  • Published : 2019.04.30
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Abstract

Online recommendation services help people search for an appropriate product among a huge assortment in stores that also minimize consumers' choice overload. People with a need for uniqueness are likely to prefer this online recommendation service based on individual needs and tastes. This study verifies the effect of consumers' choice overload and similarity avoidance in consumers' evaluation towards an online recommendation service with a focus on innovativeness and use comparability. Two-hundred consumers participated in this study and data were collected through an online survey firm. A mock retailer's webpage was created and showed six types of sneakers, which was presented as a result of product recommendation based on consumers' personal information. Data was analyzed using confirmatory factor analysis (CFA), analysis of variance (ANOVA), and regression analysis. The results show that people with a high similarity avoidance perceive an online recommendation service as an innovative and compatible service. They also perceive a high level of use compatibility for an online recommendation service, especially when it is difficult to choose a product under choice overload. Innovativeness and use compatibility of an online recommendation service increase behavioral intention. The results of this study can contribute to strategies to start online recommendation services from online retailers' websites that identify circumstances in which consumers can adopt innovative services in a positive manner.

Keywords

References

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