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http://dx.doi.org/10.14400/JDC.2020.18.11.099

Suggestion of developing a subscription on e-commerce platform: Case study of Amazon, Alibaba, Rakuten  

Nam, Jiyeon (Dept. of Consumer Science, Seoul National University)
Rha, Jong-Youn (Dept. of Consumer Science, Seoul National University)
Publication Information
Journal of Digital Convergence / v.18, no.11, 2020 , pp. 99-109 More about this Journal
Abstract
Paid membership is a useful marketing method that can acquire long-term customers. This study benchmarked representative overseas memberships, Amazon Prime, Alibaba 88 Membership, and Rakuten Super Point, so that domestic shopping platform companies can refer to launch the paid membership. The membership services have in common: economic benefits, convenient experiences, and discriminatory treatment. Domestic companies should set the core customer value they want to deliver to consumers and organize the benefits so that paid membership can be operated from a long-term perspective. This study has a high practical contribution and it is necessary to conduct an empirical analysis of experts and a customer user survey in the future.
Keywords
E-commerce; Membership; Subscription; Amazon Prime; Alibaba 88 membership; Rakuten Superpoint;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
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