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구독유형, 구독기간, 지불방식이 구독 취소의사에 미치는 영향

The Effect of Subscription Type, Subscription Period, and Payment Mode on Subscription Cancellation Intention

정난희|박세범|강신혜
한국소비자학회 (Korean Society Of Consumer Studies)|2021.06|소비자학연구 (Journal of Consumer Studies)|제32권 제3호|pp. 1-25|DOI http://dx.doi.org/10.35736/JCS.32.3.1

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참고문헌

키워드

구독경제실용재쾌락재Subscription economySatiation포만Utilitarian consumption구독유형구독기간지불방식Subscription typeHedonic consumptionSubscription periodPayment mode
주제분류경제학

초록

정기적으로 비용을 내고 상품을 배송받거나 일정 기간 서비스를 이용하는 구독경제가 부상하고 있다. 구독서비스를 제공하는 기업들은 보다 많은 고객들을 유치하기 위해 가격할인과 같은 금전적 혜택을 제공하고 있지만, 고객들은 혜택이 종료되는 시점에 해당 구독서비스를 취소하고 이탈해버리는 경향이 있다. 이와 관련해 본 연구는 현재 상용되는 다양한 구독 기반 서비스에 대해 소비동기에 따라 구독이 구분될 수 있음을 제안하고, 구독 취소의사를 낮추는 방법에 대하여 살펴보고자 한다. 구체적으로 구독유형을 쾌락재 구독과 실용재 구독으로, 지불방식을 월간 지불과 연간 지불로 구분하여 구독기간이 증가함에 따라 구독유형과 지불방식이 구독 취소의사에 미치는 영향을 실험을 통해 입증하였다. 실험 결과, 2(구독유형) × 3(구독기간) × 2(지불방식)의 3원 상호작용 효과가 유의한 것으로 나타났다. 구체적으로, 월간 지불 상황에서는 쾌락재 구독의 경우 구독기간이 증가함에 따라 구독 취소의사를 높게 평가하였으며 증가하는 추세를 보였다. 반면, 실용재 구독의 경우 쾌락재에 비해 구독 취소의사를 높게 평가하긴 했지만, 구독기간 별 구독 취소의사의 차이가 존재하지 않고 비교적 일정하게 유지되었다. 한편, 연간 지불 상황에서는 구독기간이 증가하더라도 쾌락재와 실용재 구독에 대한 만족감은 비교적 일정하게 유지됨을 발견하였다. 결과적으로 본 연구는 구독기간이 증가함에 따라 구독유형과 지불방식이 구독 취소의사에 미치는 차별적 영향을 규명하였으며, 구독 취소의사를 낮추기 위한 새로운 시각을 제시하였다.

Abstract

As more people embrace subscriptions, the number of subscription services consumers use is increasing. The subscription business model charges a consumer a regular payment in exchange for access to products or services for a set period of time. This study examines whether subscription type and payment mode affect consumers’ intention to quit an ongoing subscription. To test the predictions, this paper conducted an experiment in which consumers were asked to indicate their intention to cancel the subscription with different subscription type (hedonic vs. utilitarian), subscription period (1 month vs. 6 months vs. 12 months) and payment mode (monthly vs. annual). The results of an experiment demonstrated that consumers who subscribe to hedonic subscription annually exhibited higher cancellation intention than those with utilitarian subscription regardless of subscription period. In addition, consumers who pay utilitarian subscription monthly indicated that their intention to quit the subscription will not change with subscription period. However, consumers who subscribe to hedonic subscription monthly exhibited that their cancellation intention will increase with subscription period. The results of the experiment revealed an interaction between subscription type, payment mode, and subscription period on consumers’ intention to cancel the subscription.

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