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DOI :
Journal Korea Society of Visual Design Forum , Vol.61, No.0, 139 ~ 150, 2018
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| Title |
| User Evaluation, Usage Intention and Purchase Intention according to Recommendation Services in Online Fashion Shopping Mall |
| 박병지 Byung-ji Park , 최선형 Sun-hyung Choi |
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| abstract |
| Background Most online fashion shopping malls provide various recommendation services to make efficient purchasing decisions. The purpose of this study is to investigate the differences of consumers' evaluation, intention and intention of purchasing intention of online fashion shopping mall and their relation to provide appropriate recommendation service to customers.
Methods Data were collected from adult women using questionnaires and 277 copies were used for final analysis. Recommendation techniques include bestseller, MD, content-based, and collaborative filtering recommendation service.
Result User evaluation factors of recommendation service consist of novelty, reliability, convenience, self-reference, social presence and expertise. There were differences in evaluation factors, usage intention, and purchase intention by recommended service types. As a result of analyzing the recommendation service evaluation factors on the usage intention and the purchase intention, convenience and reliability had a greater impact on usage intention, and self-reference, expertise, and novelty had greater influence on purchase intent than on other factors.
Conclusion Based on these results, it will be helpful for providing future recommendation service strategy according to each recommended service. |
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| Key Words |
| 추천서비스, 사용자 평가, 온라인 패션쇼핑몰, Recommendation service, User evaluation, Online fashion shopping mall |
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