MZ세대 온라인구독서비스 선택과 지속이용과의 관련성 연구

Abstract

The Fourth Industrial Revolution is leading many changes. At the center of this change is the MZ generation, which heavily uses smartphones. The MZ generation tends to have individual-seeking tendencies and to prefer shared consumption. Subscription service companies are trying to shift the consumption direction of Generation MZ toward the subscription economy. This study aims to analyze the current status of subscription services for college students in Daejeon, the center of the MZ generation, and to analyze the relationship between the selection of subscription services and continuous use based on this. Contents, providers, costs, convenience of use, and additional services were selected as selection factors for subscription services, and the impact of these factors on continuous use was analyzed. The results showed that content abundance, corporate brand, usage cost, convenience of use, and additional services were all affecting the continuous use set as factors. However, the degree of influence differed in the order of additional services, convenience of use method, cost of use, and abundance of corporate brands and contents. The results of this study are as follows. First, for Generation MZ, the use of online subscription services eventually lies in content consumption. Efforts are needed for the continuous quantity and quality of content. Second, the cost of use played an important role. The cost was maintained at approximately 10,000 won per month. However, considering the strong perception that Internet services are free, the opinion according to which Internet-based subscription services can be paid constitutes a different phenomenon than before. Third, additional services were found to have an extremely large effect on continuous use. If there are many additional services, the choice of subscription service also increases. As a result, this study analyzes the current status of subscription service use, focusing on college students in Daejeon, and examines the factors of their subscription service selection. Subsequent research conducted by further cultivating the age group beyond the regional limitations of college students in Daejeon would enable the provision of the possibility as a representative research result.