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

The Effects of Tourist Shopping Value on Fashion Brand Attitude and Shopping Satisfaction -The Moderating Role of Cosmopolitanism-

최미영
한국의류산업학회 (The Society of Fashion and Textile Industry)|2021.10|한국의류산업학회지 (The Korean Fashion and Textile Research Journal)|제23권 제5호|pp. 586-597

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참고문헌

키워드

인지적 태도감정적 애착referenceemotional attachment상품 추천서비스자기참조서비스 사용행동product recommendation servicecognitive attitudeservice use behaviors
주제분류생활과학

초록

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, selfreferencing 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.

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, selfreferencing 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.

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