패션쇼핑 과정에서 큐레이션 서비스의 역할 -만족의 조절된 매개효과-

Abstract

This study investigated the effects that motivation to use curation services had on perceived service quality, service satisfaction, purchase intention, and word of mouth (WOM) intention. In particular, the service satisfaction variable was verified to be a mediator in relation to the perceived service quality, purchase intention, and WOM intention, and this moderated mediation effect was verified by inserting the variables of product price and product quality satisfaction into the study. It was found that utilitarian motivation had a positive impact on both the perceived rapidity and accuracy of the service, and hedonic motivation was only significant in relation to the accuracy of service. In terms of how perceived service quality affects both purchase and WOM intentions, rapidity had a positive effect on purchase intention, but the relationship with WOM intention was insignificant; accuracy of service, however, showed a positive effect in relation to all variables. Furthermore, with the mediation effect of service satisfaction, it was shown that service satisfaction played a mediating role in the relationship between rapidity and accuracy, as well as between purchase and WOM intentions. Finally, as a result of checking the moderated mediation effects of product price satisfaction and product quality satisfaction, only price satisfaction had a significant moderating effect while service satisfaction mediated the relationship between purchase intention. This study differs from previous studies in that it conducted in-depth verification of the effects moderated by other variables as well as the simple mediating path of the service satisfaction variables. It is significant in that it presents theoretical implications and provides academic data in the fields of marketing and consumer behavior.