리커머스 플랫폼 관계품질이 패션소비자 사용의도에 미치는 영향

Abstract

This study examines the impact of hot (based on emotions) and cold (based on object-relevant beliefs) rela- tionship quality, as perceived by fashion consumers on recommerce platforms, mediated by consumer trust and com- mitment, on their intention to use the platform. Focusing on the quality of the relationship between consumers and recommerce platforms in the context of fashion product transactions, this study empirically investigates the mediating role of trust and commitment in influencing platform usage intention. Additionally, it verifies the moderating effect of rela- tionship duration based on the length of platform usage. A survey was conducted with 288 adult men and women in their 20s and 30s. The collected data were analyzed using SPSS 27.0 for descriptive statistics, frequency analysis, and reliability analysis. To test the research hypotheses, AMOS 27.0 was used for confirmatory factor analysis, structural equation mod- eling, and multi-group analysis. The findings indicate that the more positive the consumers’ cognitive relationship quality, based on the performance and evaluation of the company or brand, the higher their trust in and commitment to the plat- form, which, in turn, positively influences their intention to use the platform. Similarly, regarding emotional relationship quality, which relates to consumers’ emotional connection, intimacy, or bond with the recommerce platform, a higher per- ception of emotional relationship quality leads to greater trust and commitment, which positively affects platform usage intention. Furthermore, the study confirms that the effects of cognitive and emotional relationship quality on trust and commitment vary depending on the duration of the consumer–platform relationship.