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http://dx.doi.org/10.14400/JDC.2020.18.9.071

Effects of Consumption Value on Consumer Attitude in Purchasing HMR Products through Subscription Service  

Lee, Hang (Department of Economics, Gachon University)
Kim, Joon-Hwan (Department of Paideia, Sungkyul University)
Publication Information
Journal of Digital Convergence / v.18, no.9, 2020 , pp. 71-79 More about this Journal
Abstract
In recent years, Korean consumption trends have undergone rapid changes. Also, subscription economy has emerged and is growing as a new shopping method. The purpose of this study was to verify the relationship between consumer attitude and intention to continue to use of the consumption value of subscription service based on subscription economy. To this end, we analyzed the structural equation modeling for 300 consumers who used HMR products through subscription services. The analysis results are as follows. First, consumption value (functional, emotional, social and monetary) of HMR products perceived by subscribers had a significantly positive effect on consumer attitude except for monetary value. Second, consumer attitude was found to have a positive effect on consumers' intention to continue to use. This study contributes to the development of academic theories related to the subscription service in the early stages and provides managerial implications for HMR-related companies that want to utilize subscription service.
Keywords
Subscription Economy; Subscription Service; Consumption Value; Consumer Attitude; HMR;
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Times Cited By KSCI : 2  (Citation Analysis)
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