Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of Online Food Subscription Economy Characteristics on Perceived Value and Customer Engagement

온라인 식품 구독서비스 특성이 지각된 가치와 고객인게이지먼트에 미치는 영향

  • 김차영 (우송정보대학) ;
  • 박철 (고려대학교 융합경영학부)
  • Received : 2022.01.12
  • Accepted : 2022.04.10
  • Published : 2022.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study classified five types of online food subscription economy: replenishment, curation, surprise, membership, and visitation. An online survey was conducted with 314 customers who experienced 5 types of online subscription economy. This study selected the characteristics of the food subscription economy as convenience, perceived personalization, economic utility, and timeliness through previous studies. The effect of the four characteristics on perceived value (utilitarian and emotional) and the relationship between customer engagement and perceived value, which are dependent variables that have never been used in the food subscription economy, were verified through the S-O-R model. In this relationship, we demonstrated how consumers' personal tendencies, such as need for cognitive closure and self-efficacy, mediate between timeliness and perceived value related to online food delivery. The study results are as follows. Perceived personalization, convenience, and timeliness had a positive effect on the utilitarian value in the order. It also had a positive effect on emotional values in the order of perceived personalization and timeliness. On the other hand, economic utility had no significant effect on practical branches. Customer engagement had a positive effect in the order of emotional value and utilitarian value. The lower the need for cognitive closure the more positive the utilitarian value. The lower the self-efficacy, the more positive the emotional value was perceived. Through the above study, companies that want to operate or start an online food subscription economy need a strategic approach rather than unreasonable price discounts in pricing policy. In addition, it is necessary to focus on marketing activities that provide emotional value by focusing on perceived personalization, which is the satisfaction factor of online food subscription.

Keywords

References

  1. 강신혜, 박세범, 정난희, "구독유형, 구독기간, 지불방식이 구독취소의사에 미치는 영향", 소비자학연구, 제32권, 제2호, 2021, 1-25.
  2. 강윤정, "왜 구독경제 모형이 주목받는가: 구독유형 중심으로", 이비즈니스 연구, 제21권, 제4호, 2020, 125-140.
  3. 김나경, 황규형, 양성병. "신선식품 새벽배송 서비스의 지각된 가치가 지속사용의도에 미치는 영향: 가치기반수용모델을 중심으로", 인터넷전자상거래연구, 제21권, 제3호, 2021, 1-26.
  4. 김나민, "제품 관련 포스팅을 하는 SNS 사용자는 누구인가?: 20대 소비자를 중심으로", 대한경영학회지, 제 33권, 제11호, 2020, 2087-2100.
  5. 김민정, 곽민주, "새벽배송 서비스의 이용지속성에 관한 연구", 소비자정책교육연구, 제16권, 제4호, 2020, 177-208.
  6. 김민정, 이수범, "외식 배달 어플리케이션 서비스 이용자의 지각된 혜택 및 희생이 지각된 가치와 행동의도에 미치는 영향: 가치기반수용모델(VAM)을 중심으로", 관광연구저널, 제32권, 제2호, 2018, 217-233.
  7. 김상현, 박현선, "스마트폰 애플리케이션 서비스특성이 지각된 가치, 사용자 만족 그리고 추천의도에 미치는 영향", 경영교육 연구, 제26권, 제6호, 2011, 121-142.
  8. 김유정, 김혜영, "사이트 품질, 신뢰와 습관이 OTT서비스 사이트 이용자 의 지속적 이용의도에 미치는 영향에 관한 연구", 인터넷전자상거래연구, 제19권, 제4호, 2019, 99-120.
  9. 김재전, 신선진, 유일, "모바일 애플리케이션 서비스 사용의도에 영향을 미치는 사용자 가치에 관한 연구", 인터넷전자상거래연구, 제13권, 제3호, 2013, 229-255.
  10. 김차영, 박철, "푸드 온라인 플랫폼 비즈니스 프레시코드 사례: 린 스타트업 방식을 중심으로", 한국IT서비스학회지, 제20권, 제5호, 2021, 89-104. https://doi.org/10.9716/KITS.2021.20.5.089
  11. 김창근, 유병준, 이재환, "소비자 특성에 따른 가격촉진 효과에 대한 실증 연구 : 플랫폼 구독 경제를 중심으로", Information Systems Review, 제22권, 제3호, 2020, 143-156 https://doi.org/10.14329/isr.2020.22.3.143
  12. 김효정, 나종연, "SOR 모델을 활용한 모바일 간편결제 서비스지속 사용 의도에 대한 연구", 한국가정관리학회지, 제34권, 제4호, 2016, 139-156. https://doi.org/10.7466/JKHMA.2016.34.4.139
  13. 다음뉴스, "쿠팡 정기배송 할인 줄인다, 로켓와우클럽에 혜택 집중", 2020, Avaiable at https://news.v.daum.net/v/20200717122832336(Accessed July 21. 2021).
  14. 박상아, 신광섭, "배송서비스 혁신 전략의 고객혜택과 방해요인의 관계 연구", 물류학회지, 제31권, 제4호, 2021, 73-86.
  15. 박현길, "구독경제 Subscription Economy", 마케팅, 제53권, 제7호, 2019, 32-44.
  16. 방영석, 이동주, 배윤수, "개인화 서비스의 수용에 있어서 인지된 개인화와 이해의 역할", 경영학연구, 제40권, 제2호, 2011, 355-382.
  17. 배병별, Amos 19 구조방정식 모델링:원리와 실제, 도서출판 청람, 2011.
  18. 서유현, 김난도, "구독서비스 유형별 소비자 만족도 및 해지사유연구", 디지털융합지, 제19권, 제9호, 2021, 125-133.
  19. 성혜진, "외식정보 SNS 특성이 사용자 만족 및 지속적 이용의도에 미치는 영향: 자기효능감의 조절효과 중심으로", 관광 레저연구, 제24권, 제8호, 2012, 201-218.
  20. 심혜정, "글로벌 구독경제 현황과 우리 기업의 비즈니스 전략", 트레이드포커스, 6호, 국제무역통상연구원, 2021, 1-25.
  21. 엠브레인, 새벽배송 서비스 인식에 대한 조사, 2019.
  22. 유소은, 홍일유, 김태하, 차훈상, "큐레이션 쇼핑이 온라인 구매행동에 미치는 영향", Entrue Journal of Information Technology, 제15권, 제1호, 2016, 123-134. https://doi.org/10.3923/itj.2016.123.129
  23. 유지훈, 박주연, "글로벌 OTT 서비스 이용자의 지속적 이용 의도에 미치는 요인 연구: 넷플릭스 사례를 중심으로", 방송통신연구, 102호, 2018, 46-79. https://doi.org/10.22876/KJBTR.2018.102.002
  24. 윤남희, 김현숙, 추호정, "온라인 해외직접구매의 쇼핑가치가 호기심 및 자기효능감을 매개로 지속사용의도에 미치는 영향: 헤비유저와 라이트유저의 비교", 한국섬유의류학회지, 제44권, 제5호, 2020, 1004-1018.
  25. 윤여진, 정라나, "새벽배송 HMR(Home Meal Replacement)제품 구매의 기대불일치가 만족 및 재구매 의도에 미치는 영향", 외식경영연구, 제 23권, 제1호, 2020, 77-96.
  26. 이승연, 손정민, 김동훈, "가격판촉 빈도에 의한 준거가격의 동태적 변화에 관한 연구", 소비자학연구, 제25권, 제1호, 2014, 61-85.
  27. 이종호, 김미혜, "소비자의 종결욕구가 점포내 구매반응에 미치는 영향", 마케팅판리연구, 제19권, 제2호, 2004, 49-76.
  28. 이투데이, "식품.유통업계, 구독경제 테스트는 끝이 제 영토확장 경쟁", 2021, Avaiable at https://www.etoday.co.kr/news/view/2008211(Accessed July 21. 2021).
  29. 이항, 김준환, "구독서비스를 통한 HMR 제품 구매에 있어 소비가치가 소비자태도에 미치는 영향", 디지털융복합연구, 제18권, 제9호, 2020, 71-79. https://doi.org/10.14400/JDC.2020.18.9.071
  30. 이현구, 이소영, "일회성 소비재의 구독서비스 이용의도에 영향을 미치는 요인에 관한 연구: 행동추론 이론을 중심으로", 디지털융합연구, 제19권, 제9호, 2021, 157-168.
  31. 이현주, "코로나19 발생 이후 식품소비 방식별 지출액의 변화 수준에 따른 시장세분화: 20~50대 소비자를 중심으로", 소비자정책교육연구, 제17권, 제2호, 2021, 1-28
  32. 이현화, 문희강, "유통업체의 위치기반 모바일 쇼핑서비스 제공에 대한 소비자 반응: PAD 감정모델과 정보의 상황관련성을 중심으로", 유통연구, 제17권, 제2호, 2012, 63-92.
  33. 장지우, 김승인, "이커머스의 신선식품 배송을 위한 패키지 디자인 사례연구: 국내외 사례를 중심으로", 한국융합학회논문지, 제10권, 제7호, 2019, 115-120. https://doi.org/10.15207/JKCS.2019.10.7.115
  34. 정옥경, 박철, "매장 특성이 고객경험과 고객인게이지먼트에 미치는 영향: 언택트 성향의 조절효과", 경영학연구, 제50권, 제5호, 2021, 1307-1335.
  35. 정지복, "구독경제 기반 온라인 서비스의 이용의도와 영향요인에 대한 연구", 경영경제연구, 제42권 제1호, 2020, 1-17. https://doi.org/10.22828/MERI.2020.42.1.001
  36. 조성의, "전자상거래 맞춤서비스에서 고객지식, 서비스편리성, 명성의 고객 구매의도에 대한 영향연구: 고객의 지각된 위험에 초점", 기업경영연구, 제20권, 제5호, 2013, 119-137.
  37. 조철호, SPSS/AMOS활용 구조방적식 모형 논문 통계분석, 청람, 2016.
  38. 주삼환, "허츠버스의 직무동기이론", 한국학술정보, 2006.
  39. 최창문, 양해술, "전자상거래의 큐레이션 특성이 소비자 구매의도에 미치는 영향: 만족도의 매개 효과를 중심으로", 디지털융복합연구, 제14권, 제5호, 2016, 185-195. https://doi.org/10.14400/JDC.2016.14.5.185
  40. 티엔추오, 게이브와이저트, "구독과 좋아요의 경제학", 부.키, 2017.
  41. 황산영, "시간제시형태가 구독 제품의 선호도에 미치는 효과", 마케팅연구, 제35권, 제4호, 2020, 125-143.
  42. KT 경제연구소, 2019 OTT 플랫폼 트렌드 분석, KT 경제경영연구소, 2021, Retrieved from.http://www.kdi.re.kr/policy/publication2_view.jsp?idx=151121&pp=10&type=304&tcate=1&pg=2.
  43. Anckar, B. and D. D'incau, "Value Creation in Mobile Commerce: Findings from a Consumer Survey", Journal of Information Technology Theory and Application, Vol.4, No.1, 2002, 43-64.
  44. Andonova Y., N.A. Anaza, and D.H.S. Bennett, "Riding the Subscription Box Wave: Understanding the Landscape, Challenges, and Critical Success Factors of the Subscription Box Industry", Business Horizons, 2021, https://doi.org/10.1016/j.bushor.2021.02.024.
  45. Bagozzi, R.P., "Attitude Formation Under the Theory of Reasoned Action and a Purposeful Behaviour Reformulation", British Journal of Social Psychology, Vol.25, No.2, 1986, 95-107. https://doi.org/10.1111/j.2044-8309.1986.tb00708.x
  46. Bandura, A. and D.H. Schunk, "Cultivating ComPetence, Self-Efficacy, and Intrinsic Interest Through Proximal Self-Motivation", Journal of Personality and Social Psychology, Vol.41, No.3, 1981, 586-598. https://doi.org/10.1037/0022-3514.41.3.586
  47. Berry, L., K. Seiders, and D. Grewal, "Understanding Service Convenience," Journal of Marketing, Vol.66, No.3, 2002, 1-17 https://doi.org/10.1509/jmkg.66.3.1.18505
  48. Bischof, S.F., T.M. Boettger, and T. Rudolph, "Curated Subscription Commerce: A theoretical Conceptualization", Journal of Retailing and Consumer Services, Vol.54, 2019, 85-102.
  49. Bitner, M.J., "Servicescapes: Impact of on Physical Surroundings Customers and Employees", Journal of Marketing, Vol.56, No.2, 1992, 57-71. https://doi.org/10.2307/1252042
  50. Bottger, T. and T. Rudolph, "Customer Inspiration: Conceptualization, Scale Development, and Validation", Journal of Marketing, Vol.81, 2017, 116-131 https://doi.org/10.1509/jm.15.0007
  51. Brodie, R.J., L.D. Hollebeek, B. Juric, and A. Ilic, "Customer Engagement: Conceptual Domain, Fundamental Propositions and Implications for Research," Journal of Service Research, Vol.14, No.3, 2011, 252-271. https://doi.org/10.1177/1094670511411703
  52. Chang, H.J., M. Eckman, and R.N. Yan, "Application of the Stimulus-Organism-Response Model to the Retail Environment: The Role of Hedonic Motivation in Impulse Buying Behavior", The International Review of Retail, Distribution and Consumer Research, Vol.21, No.3, 2011, 233-249. https://doi.org/10.1080/09593969.2011.578798
  53. Chunxiang, L., "Study on Mobile Commerce Customer Based on Value Adoption", Journal of Applied Sciences, Vol.14, No.9, 2014, 901-909. https://doi.org/10.3923/jas.2014.901.909
  54. DellaVigna, S. and U. Malmendier, "Paying Not to Go to the Gym", American Economic Review, Vol.96, No.3, 2006, 694-719. https://doi.org/10.1257/aer.96.3.694
  55. Dodds, W.B., K.B. Monroe, and D. Grewal, "The Effects of Price, Brand and Store Information on Buyers' Product Evaluations", Journal of Marketing Research, Vol.28, No.8, 1991, 307-319.
  56. Fiore, A.M. and J. Kim, "An Integrative FrameWork Capturing Experiential and Utilitarian Shopping Experience", International Journal of Retail & Distribution Management, Vol.35, No.6, 2007, 421-442. https://doi.org/10.1108/09590550710750313
  57. Fornell, C. and D.F. Larcker, "Evaluating StrucTural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, Vol.18, No.1, 1981, 39-50. https://doi.org/10.2307/3151312
  58. Gao, C.Y. and M.L. Chen, "Customer Engagement Behavior: A New Perspective in CRM", In The 19th International Conference on Industrial Engineering and Engineering Management, 617-624. Springer, Berlin, Heidelberg, 2013.
  59. Gefen, D. and D.W. Straub, "The Relative Importance of Perceived Ease of use in IS Adoption: A Study of e Commerce Adoption", Journal of the Association for Information Systems, Vol.1, No.1, 2000, 1-28. https://doi.org/10.17705/1jais.00008
  60. Gutman, J., "A Means-end Chain Model Based on Consumer Categorization Processes", The Journal of Marketing, 1982, 60-72.
  61. Hair Jr., J.F., R.E. Anderson, R.L. Tatham, and C. William, Tatham and William C. Black, Multivariate Data Analysis with Readings, 5th Edition, Prentice Hall, Englewood Cliffs, NJ, 1998.
  62. Hapsari, R., M.D. Clemes, and D. Dean, "The Impact of Service Quality, Customer Engagement and Selected Marketing Constructs on Airline Passenger Loyalty", International Journal of Quality and Service Sciences, Vol.9, No.1, 2017, 21-40. https://doi.org/10.1108/IJQSS-07-2016-0048
  63. Heitz-Spahn, S., "Cross-channel Free-riding consumer Behavior in Multichannel Environment: An Investigation of Shopping Motives, Socio Demographics and Product Categories", Journal of Retailing and Consumer Services, Vol.20, No.6, 2013, 570-578. https://doi.org/10.1016/j.jretconser.2013.07.006
  64. Hollebeek, L., "Exploring Customer Brand Engagement: Definition and Themes", Journal of strategic Marketing, Vol.19, No.7, 2011b, 555-573. https://doi.org/10.1080/0965254X.2011.599493
  65. Horng, S.M., "A Study of the Factors Influencing Users' Decisions to Pay for Web 2.0 Subscription Services", Total Qual. Manag. Bus. Excell., Vol.23, 2012, 891-912. https://doi.org/10.1080/14783363.2012.677305
  66. Houghton, D.C. and R. Grewal, "Please, Let's Get An Answer-any Answer: Need for Consumer Cognitive Closure", Psychology & Marketing, Vol.17, No.11, 2000, 911-934. https://doi.org/10.1002/1520-6793(200011)17:11<911::AID-MAR1>3.0.CO;2-4
  67. Hoyer, W.D., M. Kroschke, B. Schmitt, K. Kraume, and V. Shankar, "Transforming the Customer Experience Through New Technologies", Journal of Interactive Marketing, Vol.51, 2020, 57-71. https://doi.org/10.1016/j.intmar.2020.04.001
  68. Islam, J.U., L.D. Hollebeek, Z. Rahman, I. Khan, and A. Rasool, "Customer Engagement in the Service Context: An Empirical Investigation of the construct, its antecedents and Consequences", Journal of Retailing and Consumer Services, Vol.50, 2019, 277-285. https://doi.org/10.1016/j.jretconser.2019.05.018
  69. Iyengar, R., Y.H. Park, and Q. Yu, "The Impact of Subscription Programs on Customer Purchases", 2020, Electronic copy available at: https://ssrn.com/abstract=3529681.
  70. Kalwani, M.U. and C.K. Yim, "Consumer Price and Promotion Expectations: An ExperiMental Study", Journal of Marketing Research, Vol.29(February), 1992, 90-100. https://doi.org/10.2307/3172495
  71. Kalyanaraman, S. and S.S. Sundar, "The Psychological Appeal of Personalized Content in Web Portals: Does Customization Affect Attitudes and Behavior?", Journal of Communication, Vol.56, No.1, 2006, 110-132. https://doi.org/10.1111/j.1460-2466.2006.00006.x
  72. Kim, H. and S.J. Lennon, "E-atmosphere, Emotional, Cognitive, and Behavioral Responses", Journal of Fashion Marketing and Management, Vol.14, No.3, 2010, 412-428. https://doi.org/10.1108/13612021011061861
  73. Kim, O. and H.J. Cheon, "Product Category and Shopping Options of Logistic Service Quality", The Journal of Distribution Science, Vol.18, No.8, 2020, 113-125. https://doi.org/10.15722/JDS.18.8.202008.113
  74. Kim, Y. and B. Kim, "Selection Attributes of Innovative Digital Platform-Based Subscription Services: A Case of South Korea", J. Open Innov. Technol. Mark. Complex., Vol.70, 2020, doi:10.3390/joitmc6030070.
  75. Kleijnen, M., K. de Ruyter, and M. Wetzels, "An Assessment of Value Creation in Mobile Service Delivery and the Moderating Role of Time Consciousness", Journal of Retailing, Vol.83, 2007, 33-46. https://doi.org/10.1016/j.jretai.2006.10.004
  76. Komiak, S.Y. and I. Benbasat, "The Effects of Personalization and Familiarity on Trust and Adoption of Recommendation Agents", MIS Quarterly, 2006, 941-960. https://doi.org/10.2307/25148760
  77. Koo, W. and Y.K. Kim, "Impacts of Store Environmental Cues on Store Love and Loyalty: Single-brand Apparel Retailers", Journal of International Consumer Marketing, Vol.25, No.2, 2013, 94-106. https://doi.org/10.1080/08961530.2013.759044
  78. Kruglanski, A.W. and D.M. Webster, "Motivated Closing of the Mind: Seizing and Freezing", Psychological Review, Vol.103, No.2, 1996, 263-283 https://doi.org/10.1037/0033-295X.103.2.263
  79. Kumar, V. and A. Pansari, "Competitive Advantage Through Engagement", Journal of Marketing Research, Vol.53, No.4, 2016, 497-514. https://doi.org/10.1509/jmr.15.0044
  80. Lee, J.G., A. Sadachar, and S. Manchiraju, "What's in the Box? Investigation of Beauty Subscription Box", Retail Services Family and Consumer Sciences Research Journal, Vol.48, No.1, 2019, 85-102. https://doi.org/10.1111/fcsr.12332
  81. Lee, J.H., J.K. Sin, M.H. Kim, and H.K. Kong, "A Study on Web Shopping Attitude and PurChasing Intention of Internet SelfEfficacy: Focus on Intrinsic and Extrinsic Motivation", Journal of Global Scholars of Marketing Science, Vol.10, 2002, 1-26.
  82. Lee, S.H., "An Exploration of Initial Purchase Price Dispersion and Service-Subscription Duration", Sustainability, Vol.11, No.9, 2019, https://doi.org/10.3390/su11092481.
  83. Lee, S.H., M.K. Kwak, and S.S. Cha, "Consumers' Choice for Fresh Food at Online Shopping in the Time of Covid-19", Journal of Distribution Science, Vol.18, No.9, 2020, 45-53. https://doi.org/10.15722/JDS.18.9.202009.45
  84. Lee, Y.K., S. Kim, and S.Y. Kim, "The Impact of Internal Branding on Employee Engagement and Outcome Variables in the Hotel Industry", Asia Pacific Journal of Tourism Research, Vol.19, No.12, 2014, 1359-1380. https://doi.org/10.1080/10941665.2013.863790
  85. Lopes, A.B. and D.F. Galletta, "Consumer Perceptions and Willingness to Pay for Intrinsically Motivated Online Content", Journal of Management Information Systems, Vol.23, No.2, 2006, 203-231. https://doi.org/10.2753/MIS0742-1222230209
  86. Mathwick, C., N. Malhotra, and E. Rigdon, "Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment", Journal of Retailing, Vol.77, 2001, 39-56. https://doi.org/10.1016/S0022-4359(00)00045-2
  87. Mehrabian, A. and J.A. Russell, An Approach to Environmental Psychology, The MIT Press, 1974.
  88. Mentzer, J.T., R. Gomes, and R.E. Krapfel, "Physical Distribution Service: A Fundamental Marketing Concept?", Journal of the Academy of Marketing Science, Vol.17, No.1, 1989, 53-62. https://doi.org/10.1007/BF02726354
  89. Moliner-Tena, M.A., D. Monferrer-Tirado, and M. Estrada-Guillen, "Customer Engagement, Non-transactional Behaviors and Experience in Services", International Journal of Bank Marketing, Vol.37, No.3, 2019, 730-754. https://doi.org/10.1108/ijbm-04-2018-0107
  90. Pansari, A. and V. Kumar, "Customer Engagement: The Construct, Antecedents, and Consequences", Journal of the Academy of Marketing Science, Vol.45, No.3, 2017, 294-311. https://doi.org/10.1007/s11747-016-0485-6
  91. Parasuraman, Z. and Berry, "SERVIQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality", Journal of Retailing, Vol.64, No.1, 1988, 12-40.
  92. Park, C.W., D.J. MacInnis, J. Priester, A.B. Eisingerich, and D. Iacobucci, "Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers", Journal of Marketing, Vol.74, No.6, 2010, 1-17. https://doi.org/10.1509/jmkg.74.6.1
  93. Phillips, J.M. and S.M. Gully, "Role of Goal Orientation, Ability, Need for Achievement, and Locus of Control in the Selfefficacy and Goal-Setting Process", Journal of Applied Psychology, Vol.82, No.5, 1997, 792-802, doi:10.1037/0021-9010.82.5.792.
  94. Pihlstrom, M. and G.J. Brush, "Comparing the Perceived Value of Information and Entertainment Mobile Services", Psychology & Marketing, Vol.25, No.8, 2008, 732-755. https://doi.org/10.1002/mar.20236
  95. Pillai, R., B. Sivathanu, and Y.K. Dwivedi, "Shopping Intention at AI-Powered Automated Retail Stores (AIPARS)", Journal of Retailing and Consumer Services, Vol.57, No.3, 2020, https://doi.org/10.1016/j.jretconser.2020.102207.
  96. Priporas, C.V., N. Stylos, R. Rahimi, and L.N. Vedanthachari, "Unraveling the Diverse Nature of Service Quality in a Sharing Economy", International Journal of Contemporary Hospitality Management, Vol.29, No.9, 2017, 2279-2301. https://doi.org/10.1108/IJCHM-08-2016-0420
  97. Ramkumar, B. and H.J. Woo, "Modeling Consumers' Intention to use Fashion and Beauty Subscription-based Online Services", Fashion and Textiles, 2018, 5-22, https://doi.org/10.1186/s40691-018-0137-1.
  98. Rose, S., M. Clark, P. Samouel, and N. Hair, "Online Customer Experience in e-Retailing: An Empirical Model of Antecedents and Outcomes", Journal of Retailing, Vol.88, No.2, 2012, 308-322. https://doi.org/10.1016/j.jretai.2012.03.001
  99. Roy, S.K., R.L. Gruner, and J. Guo, "Exploring Customer Experience, Commitment, and Engagement Behaviours", Journal of Strategic Marketing, 2020, 1-24.
  100. Roy, S.K., V. Shekhar, W.M. Lassar, and T. Chen, "Customer Engagement Behaviors: The Role of Service Convenience, Fairness and Quality", Journal of Retailing and Consumer Services, Vol.44, 2018, 293-304. https://doi.org/10.1016/j.jretconser.2018.07.018
  101. Schmitt, B., Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands, New York: Free Press, 1999.
  102. Sierra, J.J. and S. McQuitty, "Service Providers and Customers: Social Exchange Theory and Service Loyalty", Journal of Marketing, Vol.19, No.6, 2005, 392-400.
  103. Sivathanu, B., "Adoption of Online Subscription Beauty Boxes: A Behavioural Reasoning Theory(BRT) Perspective", Journal of Electronic Commerce in Organizations(JECO), Vol.16, No.4, 2018, 19-40. https://doi.org/10.4018/jeco.2018100102
  104. Steenkamp, J.B.E.M. and H. Van Trijp, "The Use of LISREL in Validating Marketing Constructs", International Journal of Research in Marketing, Vol.8, No.4, 1991, 283-299. https://doi.org/10.1016/0167-8116(91)90027-5
  105. Sweeney, J.C. and G.N. Soutar, "Consumer Perceived Value: The Development of a Multiple Item Scale", Journal of Retailing, Vol.77, No.2, 2001, 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0
  106. Tam, K.Y. and S.Y. Ho, "Understanding the Impact of Web Personalization on User Information Processing and Decision Outcomes", MIS Quarterly, Vol.30, No.4, 2006, 865-890. https://doi.org/10.2307/25148757
  107. Tanya Khatri, "Understand Adoption Factions of Subscription Based Entertinment Services among Cunsumers in India", IT in Industry, Vol.9, No.1, 2021, 795-809.
  108. Thakur, R., "Understanding Customer Engagement and Loyalty: A Case of Mobile Devices for Shopping", Journal of Retailing and Consumer Services, Vol.32, 2016, 151-163. https://doi.org/10.1016/j.jretconser.2016.06.004
  109. Turley, L.W. and R.E. Milliman, "Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence", Journal of Business Research, Vol.49, No.2, 2000, 193-211. https://doi.org/10.1016/S0148-2963(99)00010-7
  110. Tzuo, T. and G. Weisert, Subscribed Why the Subscription Model Will Be Your Company's Future: And What to Do about It, Portfolio, 2018.
  111. Van Doorn, J., K.N. Lemon, V. Mittal, S. Nass, D. Pick, P. Pirner, and P.C. Verhoef, "Customer Engagement Behavior: Theoretical Foundations and Research Directions", Journal of Service Research, Vol.13, No.3, 2010, 253-266. https://doi.org/10.1177/1094670510375599
  112. Venkatesh, V., "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion Into the Technology Acceptance Model", Information Systems Research, Vol.11, No.4, 2000, 342-365. https://doi.org/10.1287/isre.11.4.342.11872
  113. Verhagen, T. and W. van Dolen, "The Influence of Online Store Beliefs on Consumer Online Impulse Buying: A Model and Empirical Application", Information & Management, Vol.48, No.8, 2011, 320-327. https://doi.org/10.1016/j.im.2011.08.001
  114. Zeithaml, V.A., "Consumer Perceptions of Price, Quality, and Value: A Means-end Model and Synthesis of Evidence", Journal of Marketing, Vol.52, No.3, 1988, 2-22. https://doi.org/10.2307/1251446