Earticle

초록

영어

Collaborative filtering based recommendation services are widely spreading on commerce platforms. User oriented research on recommendation has mainly focused on system quality and algorithm evaluation. However, there are few studies on users’ cognitive experience based on similar product recommendation. This study examined the effect of content characteristics of similar product recommendation services on user experience in the context of decision-making. In particular, this study tried to examine whether perceived usefulness as a major predictor of user satisfaction and choice overload resulting from similarity and diversity of recommended alternatives affect satisfaction. A total of 125 experimental participants were asked to use the experimental web prototype and collected questionnaire responses. The analysis using ANOVA and regression showed that there is a significant difference in choice overload according to the number of similar alternatives and it was verified that alternative overload mediated user satisfaction. Also, interaction effect between users’ self-construal type and the expression of the title of the recommendation contents was verified for the perceived usefulness. Ultimately, it is demonstrated that the alternative overload is a leading variable that has a negative effect on the satisfaction of the recommendation service, and at the same time, the perceived usefulness has a positive effect on the satisfaction. Based on the results of this study, theoretical implications and practical implications were discussed. It is expected that the discussion provides basis for the implementation of interfaces and algorithms suitable for the characteristics of contents and characteristics of users.

목차

Abstract
 Ⅰ. 서론
  1.1 연구배경
  1.2 연구목적 및 필요성
 Ⅱ. 문헌고찰 및 연구문제
  2.1 개인화 상품추천에 관한 연구
  2.2 선택대안의 수와 결정과정
  2.3 선택대안의 특성과 결정과정
  2.4 자기해석이론(Self-Construal Theory)
  2.5 인지된 유용성에 따른 사용자 만족과 지속사용의도
  2.6 연구 모형
 Ⅲ. 연구 방법
  3.1 실험 설계
  3.2 실험용 프로토타입 제작
  3.3 실험용 프로토타입 조작점검
  3.4 자료 수집 방법
  3.5 실험 절차
  3.6 주요변인 측정
 Ⅳ. 결과
  4.1 측정도구 신뢰도 검증 결과
  4.2 인구통계학적 특성 및 모바일 구매 경험
  4.3 연구문제 및 가설검정 결과
  4.4. 대안과부하와 인지된 유용성에 대한 선행요인추가 분석 결과
 Ⅴ. 결론
  5.1 연구결과 요약 및 논의
  5.2 이론적 의의 및 실무적 시사점
  5.3 한계점 및 후속 연구 제언
 References

저자

• 맹지현 [ 서강대학교 디지털미디어콘텐츠 석사과정 ]
• 나은영 [ 서강대학교 커뮤니케이션학부 교수 ] 교신저자

참고문헌