모바일 커머스 브랜딩을 위한 제품추천 서비스만족

초록

The wide availability of consumer shopping and consumption data has made it a crucial to provide customized customer services such as product recommendations tailored to individual customers. One of the important aspects of fashion product shopping is that hedonic aspects of product information such as trendy silhouette and color change over time. Algorithm-based personalized recommendation services that provide curation service to online and mobile shoppers are still increasing. This study examined the causal relationship among product involvement, motivations to use recommendation system, and satisfaction with the service. Female fashion consumers in their 20s and 30s were the respondents of the study. Questionnaires were administered based on people’s recent experiences using fashion recommendation system through the mobile shopping platforms. Results indicated that motivations related to curation, product information, and trend information was relatively high, and recommendations based on product price were related to lower level of product involvement. Multiple mediation analyses using Process Macro model 4 indicated that people’s various motivations to use recommendation system fully mediates the influence of product involvement on service satisfaction. The importance of product and trend information motives, curation motives, and hedonic motives in mediating were highlighted in the study.

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