在服装网络定制中RA对客户满意度的影响

The Impact of RA in Garment Network Customization System on Customer Satisfaction

产品推荐代理(RA)是商家为了加快消费者决策而提供的隐形推荐系统。在服装网络定制系统中,RA给客户提供具有针对性的服装信息,减少因网站信息过载而给客户造成的压力。针对国内网络定制客户,构建了RA推荐系统、客户满意度及客户忠诚度三者之间的关系概念模型。研究结果表明:推荐系统质量好坏与客户满意度之间呈现正相关关系,且定制网站形象、推荐系统信息编排合理性削弱消费者对过量信息的敏感度,以及定制服装本身质量好坏直接影响消费者对定制行为的态度。另外,消费者自身对信息判定能力较强,会在一定程度上降低对RA推荐系统的依赖性。

Recommendation Agent （RA） is an invisible recommendation system provided by online shops in order to accelerate consumers＇ decisions. In garment network customization system, RA provides customers with specific garment information and reduces pressure caused by customers due to website information overload. For domestic network customized custmers, the conceptual model about the relationship among RA recommendation system, customer satisfaction and customer loyalty is set up. The results show the quality of recommendation system is in positive correlation relationship with customer satisfaction, and custom website image and reasonable information arrangement of recommendation system will weaken the sensitivity of consumers to excessive information overload; and quality of customized clothing directly affects the consumer＇s attitude toward custom behavior. In addition, if consumers have strong ability to determine information, they to a certain extent will reduce the reliance on RA recommendation system.