The emergence and transformation of new fashion shopping environments such as fashion vertical platforms, means that diverse technologies and systems for shopping, encompassing personalized fashion recommendation systems will persistently come to the fore. This study was conducted to evaluate the pe...
The emergence and transformation of new fashion shopping environments such as fashion vertical platforms, means that diverse technologies and systems for shopping, encompassing personalized fashion recommendation systems will persistently come to the fore. This study was conducted to evaluate the personalization recommendation system, a differentiated strategy of the fashion vertical platforms, a fourth-generation fashion shopping environment.
The purpose of the study is to analyze the impact of the perceived quality and Fashion sensitivity Fit on corporate performance of the personalized fashion recommendation system of the fashion vertical platforms. To analyze this, DeLone & McLean (2003), applied the revised information system success theory as an information system evaluation. This revised information system success theory were used to develop variables classifying the perceived quality of the personalized recommendation system into information quality, system quality, and service quality. Furthermore, based on the self-reference theory, an expanded study was conducted by developing a new variable called Fashion sensitivity Fit. Subsequently, the effect of corporate performance according to user evaluation was confirmed, and the variables of the moderating effect of self-regulation focus were examined.
An online survey was conducted for this study with 293 people’s survey data being accumulated the survey was conducted on women aged 18 to 30 who possessed experience using the personalized fashion recommendation system of the fashion vertical platforms. The collected data was analyzed using SPSS 26.0 and AMOS 26.0.
The results of this study could be summarized as follows.
First and foremost, the influence between information quality and user satisfaction of the personalized fashion recommendation system corroborated that the diversity and practicality used as variables rendered a positive effect on user satisfaction. The more various shopping malls and products are provided, the easier the user can choose the right information, thereby leading to higher the user satisfaction.
Second, the reliability of system quality was found to have a positive effect on user satisfaction, but stability was not confirmed. If a personalized fashion recommendation system is reliable, it affects user satisfaction. However, since the personalized fashion recommendation system is a system provided by an automated algorithm, users who do not directly operate the system will not be aware of the stability of the system.
Third, it was found that the ease of use of service quality had a positive effect, yet the screen design did not; the functions provided by the personalized fashion recommendation system are easily configured and convenient to use, resulting in user satisfaction. Screen design is interpreted as a result of the product provided by the personalized fashion recommendation system not differentiating from the screen design of other products.
Fourth, it was found that the degree of Fashion sensitivity Fit had a positive effect on user satisfaction. This means that the more the recommended result meets the user's own fashion sensibility the more satisfactory the personalized fashion recommendation system is.
Fifth, it was further confirmed that user satisfaction with the personalized fashion recommendation system had a positive effect on the purchase intention, continuous use intention, and recommendation intention, which are corporate performance factors. The higher the satisfaction with the personalized fashion recommendation system, the more willing they were to purchase the recommended product, use the personalized fashion recommendation system again, or recommend it to others.
Lastly, a study was conducted on whether there is a difference in influence according to self-regulation focus in the relationship between perceived quality, Fashion sensitivity Fit, and user satisfaction of the personalized fashion recommendation system. Consequently, it was confirmed that there existed a significant difference in the easy of use of service quality between groups. It is expected that emphasizing the convenience of use to users with achievement-oriented tendencies will lead to higher satisfaction.
This study provides academic significance in conducting expanded research in existing studies by developing a new variable called Fashion sensitivity Fit. Moreover, it has substantiated the essence for companies that provide personalized fashion recommendation systems to establish marketing strategies that emphasize practicality or convenience. In addition, it has demonstrated the necessity to configure a differentiated screen design solely for personalized fashion recommendation systems.
The emergence and transformation of new fashion shopping environments such as fashion vertical platforms, means that diverse technologies and systems for shopping, encompassing personalized fashion recommendation systems will persistently come to the fore. This study was conducted to evaluate the personalization recommendation system, a differentiated strategy of the fashion vertical platforms, a fourth-generation fashion shopping environment.
The purpose of the study is to analyze the impact of the perceived quality and Fashion sensitivity Fit on corporate performance of the personalized fashion recommendation system of the fashion vertical platforms. To analyze this, DeLone & McLean (2003), applied the revised information system success theory as an information system evaluation. This revised information system success theory were used to develop variables classifying the perceived quality of the personalized recommendation system into information quality, system quality, and service quality. Furthermore, based on the self-reference theory, an expanded study was conducted by developing a new variable called Fashion sensitivity Fit. Subsequently, the effect of corporate performance according to user evaluation was confirmed, and the variables of the moderating effect of self-regulation focus were examined.
An online survey was conducted for this study with 293 people’s survey data being accumulated the survey was conducted on women aged 18 to 30 who possessed experience using the personalized fashion recommendation system of the fashion vertical platforms. The collected data was analyzed using SPSS 26.0 and AMOS 26.0.
The results of this study could be summarized as follows.
First and foremost, the influence between information quality and user satisfaction of the personalized fashion recommendation system corroborated that the diversity and practicality used as variables rendered a positive effect on user satisfaction. The more various shopping malls and products are provided, the easier the user can choose the right information, thereby leading to higher the user satisfaction.
Second, the reliability of system quality was found to have a positive effect on user satisfaction, but stability was not confirmed. If a personalized fashion recommendation system is reliable, it affects user satisfaction. However, since the personalized fashion recommendation system is a system provided by an automated algorithm, users who do not directly operate the system will not be aware of the stability of the system.
Third, it was found that the ease of use of service quality had a positive effect, yet the screen design did not; the functions provided by the personalized fashion recommendation system are easily configured and convenient to use, resulting in user satisfaction. Screen design is interpreted as a result of the product provided by the personalized fashion recommendation system not differentiating from the screen design of other products.
Fourth, it was found that the degree of Fashion sensitivity Fit had a positive effect on user satisfaction. This means that the more the recommended result meets the user's own fashion sensibility the more satisfactory the personalized fashion recommendation system is.
Fifth, it was further confirmed that user satisfaction with the personalized fashion recommendation system had a positive effect on the purchase intention, continuous use intention, and recommendation intention, which are corporate performance factors. The higher the satisfaction with the personalized fashion recommendation system, the more willing they were to purchase the recommended product, use the personalized fashion recommendation system again, or recommend it to others.
Lastly, a study was conducted on whether there is a difference in influence according to self-regulation focus in the relationship between perceived quality, Fashion sensitivity Fit, and user satisfaction of the personalized fashion recommendation system. Consequently, it was confirmed that there existed a significant difference in the easy of use of service quality between groups. It is expected that emphasizing the convenience of use to users with achievement-oriented tendencies will lead to higher satisfaction.
This study provides academic significance in conducting expanded research in existing studies by developing a new variable called Fashion sensitivity Fit. Moreover, it has substantiated the essence for companies that provide personalized fashion recommendation systems to establish marketing strategies that emphasize practicality or convenience. In addition, it has demonstrated the necessity to configure a differentiated screen design solely for personalized fashion recommendation systems.
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