AI 추천서비스 기반 상품구매 경험자의 자기결정성이 소비만족 및 재구매의도에 미치는 영향

Abstract

Background/Objec tives: This study explores the relationship between consumption satisfaction and repurchase intention within the context of artificial intelligence(Al) recommendation services, using three self- determination factors(autonomy, competence, relatedness). It further investigates the moderating influence of consumers' gender and age on these relationships. Methods: : An online survey was administered to consumers who had purchased products based on Al recommendation services within the past year. Data from 200 respondents were analyzed using SPSS and AMOS software. Results: 1) Autonomy and competence in self-determination had a significant positive effect on consumption satisfaction. 2) Self-determination did not significantly affect repurchase intentions. 3) Consumption satisfaction exhibited a positive effect on repurchase intention. 4) Age was found to moderate the relationship between self-determination, consumption satisfaction, and repurchase intention, with significant effects observed across age groups, except for individuals in their 20s. 5) Gender was found to have no significant moderating effect m the relationship between self-determination, consumption satisfaction, and repurchase intention. Conclusion/Implications: This study enriches the academic discourse on AI services by examining consumers' perceptions within the online shopping field in terms of self- determination. It elucidates the impact of self-determination on consumption satisfaction and repurchase intention. It also underscores the significance of consumers' competence in shaping the online shopping environment, offering practical insights for service enhancement.