Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effect of Personalized Product Recommendation Service of Online Fashion Shopping Mall on Service Use Behaviors through Cognitive Attitude and Emotional Attachment

온라인 패션쇼핑몰의 개인 상품 추천서비스가 인지적 태도와 감정적 애착을 통해 서비스 사용행동에 미치는 영향

  • 최미영 (덕성여자대학교 의상디자인학과)
  • Received : 2021.08.13
  • Accepted : 2021.10.08
  • Published : 2021.10.31
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Abstract

Personalized product recommendation service is receiving attention as a new marketing strategy while supporting consumer information search and purchasing decisions. This study attempted to verify the effect of self-reference on service use behavior through the dual path of cognitive attitude and emotional attachment. Using convenience sampling, an online survey was conducted with 324 women who were in their 20s and 30s. After collecting and compiling the survey data, the reliability and validity of variables constituting the conceptual research model were verified through confirmatory factor analysis using AMOS 22.0. Next, the significance of sequentially mediated pathways was verified using Process 3.5 Model 80. The results showed that self-referencing not only significantly affects service use intention by simply mediating cognitive attitudes but also sequentially mediates cognitive attitudes and additional information search. Furthermore, self-referencing was significant as an indirect path to service use intention by mediating additional information search. However, in the path mediated by emotional attachment, self-referencing was considered as a simple mediated path leading to service usage intention. These results indicate a dual path in the psychological mechanism, through cognitive and emotional evaluation, that prompts consumer behavioral responses to the personalized product information provided in the shopping process.

Keywords

Acknowledgement

본 연구는 2021년도 덕성여자대학교 교내연구비 지원을 받아 수행되었음.

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