본문 바로가기
  • Home
Basic Search

Enhancing Customer Loyalty in E-Commerce: The Role of Personalization Recommendation Systems and Flow State

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2024, 29(6), pp.223-233
  • DOI : 10.9708/jksci.2024.29.06.223
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : May 27, 2024
  • Accepted : June 24, 2024
  • Published : June 28, 2024

Ming-ming Lin 1,  Yu-min Jeong 2,  Yu-dong Zhang 1,  Zi-yang Liu 1

1경기대학교
2University of California, Irvine

Accredited

ABSTRACT

This study investigates the impact of personalization recommendation systems on customer loyalty in e-commerce, focusing on the role of information presentation, system interaction, and social community functions. It examines how these elements influence flow state, word of mouth (WOM), and repurchase intention (RPI). Using structural equation modeling (SEM) and data collected from 500 respondents in SPSS and AMOS, the study finds that all three personalization aspects significantly enhance flow state, which, in turn, positively affects WOM and RPI. System interaction directly boosts both WOM and RPI, while information presentation and social community functions influence only one of these loyalty measures. Flow state mediates the relationship between personalization factors and loyalty outcomes. These findings suggest e-commerce platforms should enhance system interaction and embed social community features to foster customer loyalty.

Statistics

  • 84 Viewed
  • 66 Downloaded

Tools

Issue List

Citation status

* References for papers published after 2023 are currently being built.

This paper was written with support from the National Research Foundation of Korea.
Basic Search Advanced Search