Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on the Continuance Intention of Size Recommendation Services -Focusing on the Application of Expectation-Confirmation Model and the Moderating Effect of Familiarity-

사이즈 추천 서비스의 지속사용의도에 관한 연구 -기대일치모형의 적용과 친숙성의 조절효과를 중심으로-

  • Sangwoo Seo (Dept. of Fashion Business, Jeonju University)
  • 서상우 (전주대학교 패션산업학과)
  • Received : 2023.11.16
  • Accepted : 2024.01.11
  • Published : 2024.04.30
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Abstract

This study aimed to clarify the continuance intention of users of size recommendation services. The expectation-confirmation model framed the analysis of the 180 data points collected. The analysis determined the mediating effects of perceived usefulness and satisfaction on the relationship between expectation-confirmation and continuance intention. The moderated mediation effect of familiarity was also analyzed, and a path analysis was conducted using PROCESS macro. Results showed that expectation-confirmation had a significant effect on perceived usefulness, satisfaction, and continuance intention. Findings indicated that perceived usefulness affected satisfaction and continuance intention and confirmed that satisfaction affected continuance intention. In the relationship between expectation-confirmation and continuance intention, mediation analysis verified the mediation and double mediation of perceived usefulness and satisfaction. In the group with an above-average familiarity value, moderation analysis confirmed a moderating effect between perceived usefulness and satisfaction. Above-average familiarity values also confirmed that the moderating effect on continuance intention was significant.

Keywords

References

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