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This study examined the effects of consumers' usefulness and the hedonic perception of their willingnessto provide information and cooperation intention in the use of location-context based mobile product re-commendation services for fashion stores. We examined the influence of consumers' beliefs regarding mar-keter's information practices on their perceptions of provided services. In addition, the moderating effectsof consumers' epistemic curiosity and information control level were investigated. A total of 400 smartphoneusers were included as participants for the present study. The results showed that consumers who perceivedinformation services as more hedonic and useful are more likely to provide personal information and coo-perate with marketers. The findings of the study suggest that fashion retailers who plan to introduce mobileproduct recommendation services should pay attention to the hedonic aspects of the services. In addition,the effects of usefulness and hedonic perception of the two dependent variables were different according tothe level of epistemic curiosity and information control.Key words: Mobile product recommendation services, Willingness to provide information, Cooperationintention, Usefulness perception, Hedonic perception;   , , ,  ,

Consumers' Willingness to Provide Information and Cooperation Intention in the Use of Mobile Product Recommendation Services for Fashion Stores