From Political Filter Bubbls to Fashion Consumption: Revisiting the Impact of Filter Bubble Perception on Brand Loyalty in Algorithm-Driven Fashion Platforms
Randomized trial examines filter bubble perception’s impact on brand loyalty in young Korean women, suggesting nuanced implications for digital literacy.
Key Points
This research aims to explore how filter bubble perception affects brand loyalty among young female consumers in fashion platforms.
Conducted an online survey with 300 Korean women aged 20-29 who shopped online in the past 6 months.
Employed confirmatory factor analysis to assess measurement validity and utilized SPSS and AMOS for hypothesis testing.
Analyzed moderated mediation effects regarding digital literacy's role in the relationship between filter bubble perception and recommendation diversity.
Filter bubble perception has a significant positive effect on brand loyalty (β＝0.205, p＜.001).
Digital literacy moderated the relationship, where low literacy levels diminished recommendation diversity perceptions, negatively impacting brand loyalty.
Conditional indirect effects were significant at low and average digital literacy levels but not at high levels.