데이터 인텔리전스 기반 초개인화 맞춤형 정보특성이 지각된 인식, 지속적 사용의도, 구매의도에 미치는 영향

This study examines the effect of data intelligence–based hyper-personalized customized information characteristics on perceived perception, continuous use intention, and purchase intention. Questionnaires were administered to 250 women in their 20s and 30s who had used or were currently using a hyper-personalized customized recommendation service platform. SPSS software(version 29.0) was used for data analysis, including frequency analysis, descriptive statistics, factor analysis, Cronbach’s?, and correlation analysis. Additionally, to verify the mediation effect, multiple parallel mediation analysis and bootstrapping were performed using Process Macro 4. Three factors of hyper-personalized customized information characteristics (reactivity, convenience, accuracy), three factors of perceived perception (perceived usefulness, perceived ease of use, perceived playfulness) and a single factor of continuous use intention, purchase intention were used for the problem analysis. This study’s results were as follows. First, the hyper-personalized customized information characteristics had a significant effect on perceived perception. Second, reactivity and convenience did not significantly affect continuous use and purchase intentions. However, accuracy had a significant effect on continuous use and purchase intentions. Third, all the perceived perception subvariables mediated the relationship between reactivity, convenience, and continuous use intention. Perceived usefulness and perceived playfulness mediated the relationship between accuracy and continuous use intention. Fourth, perceived perception mediated the relationship between hyper-personalized customized information characteristics and purchase intention.