Factors for Customer Attitudes and Intention to Use for the Subscription Based Online Service in Korea
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초록
It is accepting the subscription economy as a new way of shopping. This paper aims to measure the customer attitude toward SBOS (subscription based online service) and relationship with intention to use in korea. We adopted the Stimulus-Organism-Response paradigm as a conceptual framework of research. To test hypotheses, 236 surveys was collected and quantitative research is applied using factor analysis and multiple regressions. The authors found that utilitarian motivator, hedonic motivator and consumer innovativeness have significant effect on the attitude toward subscription based online service and intention to use. Furthermore, attitude toward subscription based online service has mediating effects between utilitarian motivator, hedonic motivator, consumer innovativeness and intention to use. However, perceived risk has not direct effect on the attitude toward subscription based online service. Customer recognize that utilitarian and hedonic motivator as an important factor because SBOSs offer utility to reduce shopping time and pleasure in the process. Furthermore innovative consumers are accepting SBOS actively. Both academics and online marketers must understand the factors that may hinder or enable the acceptance of SBOS since SBOS is a new and emerging business model.
Abstract
It is accepting the subscription economy as a new way of shopping. This paper aims to measure the customer attitude toward SBOS (subscription based online service) and relationship with intention to use in korea. We adopted the Stimulus-Organism-Response paradigm as a conceptual framework of research. To test hypotheses, 236 surveys was collected and quantitative research is applied using factor analysis and multiple regressions. The authors found that utilitarian motivator, hedonic motivator and consumer innovativeness have significant effect on the attitude toward subscription based online service and intention to use. Furthermore, attitude toward subscription based online service has mediating effects between utilitarian motivator, hedonic motivator, consumer innovativeness and intention to use. However, perceived risk has not direct effect on the attitude toward subscription based online service. Customer recognize that utilitarian and hedonic motivator as an important factor because SBOSs offer utility to reduce shopping time and pleasure in the process. Furthermore innovative consumers are accepting SBOS actively. Both academics and online marketers must understand the factors that may hinder or enable the acceptance of SBOS since SBOS is a new and emerging business model.
참고문헌 (19)
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