Browse > Article
http://dx.doi.org/10.7472/jksii.2020.21.6.113

Exploring the acceptance forsubscription-based online services  

Jo, Dong Hyuk (Department of Business Administration, Soongsil University)
Publication Information
Journal of Internet Computing and Services / v.21, no.6, 2020 , pp. 113-121 More about this Journal
Abstract
The era of "ownership" has gone, and the era of "subscription" has come. While traditional manufacturing and service industries are struggling with the fall of earnings rates, subscription-based businesses are showing high growth rates. Although subscription-based online services (SOS) are rapidly growing in the retail market, few studies have investigated factors that affect the decision of consumers to use SOS. Therefore, this study aims to identify factors that enable predicting consumers'attitudes and intentions toward SOS and to empirically verify the factors. As a result of the study, usefulness, enjoyment, and cost advantages were shown to have positive effectson perceived value, and usefulness, technicality, and cost advantages were shown to have positive effects on attitudes. In addition, perceived value was shown to have positive effects on attitude, and perceived value and attitudes were shown to have positive effects on acceptance intentions. The fact that the strategic directivity for successful introduction and diffusion of SOS was presented by identifying the predictor variables for the acceptance of SOS through this study can be said to be the significance of this study.
Keywords
Subscription-based online services; Benefit; Perceived Value; Attitude; Acceptance Intention;
Citations & Related Records
연도 인용수 순위
  • Reference
1 T. Rudolph, S. F. Bischof, T. Bottger, and N. Weiler, "Disruption at the door: a taxonomy on subscription models in retailing," Marketing Review St. Gallen, Vo.5, pp.18-25, 2017. https://www.alexandria.unisg.ch/publications/250720
2 A. Jayakumar, "Little-box retailing: Subscription services offer new possibilities to consumers, major outlets," Wash. Post., 2014. (https://www.washingtonpost.com/business/economy/tktktktk/2014/04/07/f68135b6-a92b-11e3-8d62-419db477a0e6_story.html?utm_term=.881641dc1027).
3 M. Juhas, "The subscription economy. Medium," 2017. (https://medium.com/the-graph/subscription-economy-505dfa72eea. Accessed 23 June 2017)
4 S. Holder and K. Svensson, "Subscription Services in the Fashion Industry: a Quantitative Approach on Consumers' Perspective," Unpublished master's thesis. The Swedish School of Textiles, University of Boras, Sweden., 2016. http://hb.diva-portal.org/smash/record.jsf?pid=diva2%3A974225&dswid=-2555
5 F. D. Davis, R. Bagozzi, and P. R. Warshaw, "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Sciences, Vo.35, No.8, pp.982-1003, 1989. https://doi.org/10.1287/mnsc.35.8.982   DOI
6 V. Venkatesh and F. D. Davis, "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, Vol.46, No.2, pp.186-204, 2000. https://doi.org/10.1287/mnsc.46.2.186.11926   DOI
7 V. Venkatesh, M. G. Morris, G. B. Davis and F. D. Davis, "User Acceptance of Information Technology: Toward a Unified View," MIS Quarterly, Vol.27, No.3, pp. 425-478, 2003. https://doi.org/10.2307/30036540   DOI
8 K. L. Hsiao and C. C. Chen, "Value-based Adoption of E-book Subscription Services: The Roles of Environmental Concerns and Reading Habits," Telematics and Informatics, Vol.34, No.5, pp.434-448, 2017. https://doi.org/10.1016/j.tele.2016.09.004   DOI
9 V. A. Zeithaml, "Consumer Perceptions of Price, Quality, and Value: A Means-end Model and Synthesis of Evidence," Journal of Marketing , Vol.52, No.3, pp.2-22, 1988. https://doi.org/10.1177/002224298805200302   DOI
10 C. Wang, "Antecedents and Consequences of Perceived Value in Mobile Government Continuance Use: An Empirical Research in China," Computers in Human Behavior, Vol.34, pp.140-147, 2014. https://doi.org/10.1016/j.chb.2014.01.034   DOI
11 J. Yu, H. Lee, I. Ha, and H. Zo, "User Acceptance of Media Tablets: An Empirical Examination of Perceived Value," Telematics and Informatics, Vol.34, No.4, pp.206-223, 2017. https://doi.org/10.1016/j.tele.2015.11.004   DOI
12 R. Agarwal, and E. Karahanna, "Time Flies When You're Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage," MIS Quarterly, Vol.24, No.4, pp.665-694, 2000. https://doi.org/10.2307/3250951   DOI
13 W. B. Dodds, K. B. Monroe, and D. Grewal, "Effects of Price, Brand, and Store Information on Buyers' Produce Evaluations," Journal of Marketing Research, Vol.28, No.3, pp.307-319, 1991. https://doi.org/10.1177/002224379102800305   DOI
14 T. C. Lin, S. Wu, J. S. C. Hsu, and Y. C. Chou, "The Integration of Value-based Adoption and Expectation-Confirmation Models: An Example of IPTV Continuance Intention," Decision Support Systems, Vol.54, No.1, pp.63-75, 2012. https://doi.org/10.1016/j.dss.2012.04.004   DOI
15 Y. Park, J. V. Chen, "Acceptance and adoption of the innovative use of smartphone," Ind. Manage. Data Syst., Vol.107, No.9, pp.1349-1365, 2007. https://doi.org/10.1108/02635570710834009   DOI
16 K. L. Hsiao, "Android smartphone adoption and intention to pay for mobile internet: perspectives from software, hardware, design, and value.," Libr. Hi-Tech, Vol.31, No.2, pp.216-235, 2013. https://doi.org/10.1108/07378831311329022   DOI
17 C. W. Chu and H. P. Lu, "Factors influencing online music purchase intention in Taiwan: an empirical study based on the value-intention framework," Internet Res., Vol.17, No.2, pp.139-155, 2007. https://doi.org/10.1108/10662240710737004   DOI
18 H. P. Lu and K. L. Hsiao, "The influence of extro/introversion on the intention to pay for social networking sites," Inf. Manage., Vol.47, No.3, pp.150-157, 2010. https://doi.org/10.1016/j.im.2010.01.003   DOI
19 I. Roussin, "How subscription commerce is transforming retail," Total Retail., 2016. (http://www.mytotalretail.com/article/how-subscription-commerce-is-transforming-retail/.)
20 B. Burlingham, "Subscription services: The perfect business model?," Inc., 2014 (http://www.inc.com/bo-burlingham/whyjohn-warrillow-is-all-about-subscription-services.html.)
21 H. W. Kim, H. C. Chan, and S. Gupta, "Value-based adoption of mobile internet: an empirical investigation," Decision support systems, Vol.43, No.1, pp.111-126, 2007. https://doi.org/10.1016/j.dss.2005.05.009   DOI
22 B. Ramkumar and H. Woo, "Modeling consumers' intention to use fashion and beauty subscription-based online services (SOS)," Fashion and Textiles, Vol.5, No.1, pp.22, 2018.   DOI
23 T. Tzuo, "Subscriptions: Lifeblood of the Access Economy," Forbes Insights, 2018. (https://www.forbes.com/sites/insights-intelai/2018/09/21/subscriptions-lifeblood-of-the-access-economy/#339f25c66ffb)
24 A. Kindergan, "Sharing Is the New Buying," Credit Suisse, 2015. (https://www.creditsuisse.com/articles/nene-and-expertise/2015/11/en/sharing-is-tth-new-buying.html)
25 C. DesMarais, "Here's how much people like their subscription boxes," Inc., 2016. (https://www.inc.com/christina-desmarais/heresdata-showing-the-crazy-growth-of-subscription-box-services-infographic.html)
26 H. Woo, and B. Ramkumar, "Who seeks a surprise box? Predictors of consumers'use of fashion and beauty subscription-based online services (SOS)," Journal of Retailing and Consumer Services, Vol.41, pp.121-130, 2018. https://doi.org/10.31274/itaa_proceedings-180814-285   DOI
27 W. Reinartz, "In the Future of Retail, We're Never Not Shopping," Harvard Business Review, 2016. (https://hbr.org/2016/03/in-the-future-of-retail-were-never-not-shopping)
28 S. H. S. Lee, "An Exploration of Initial Purchase Price Dispersion and Service-Subscription Duration," Sustainability, Vol.11, No.9, pp.2481, 2019. https://doi.org/10.3390/su11092481   DOI