구독서비스 가입형태에 따른 불확실성 지각이 지속사용의도에 미치는 영향: 정당화 용이성의 매개효과를 중심으로
Effects of Uncertainty on Continuous Intention by Type of Subscription: The Mediating Role of Ease of Justification
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초록
본 연구는 구독서비스 가입형태(개인가입 vs. 집단가입)가 지속사용의도에 미치는 영향을 파악하고, 정당화 용이성의 매개효과와 불확실성의 조절된 매개효과를 검증하는 것을 목적으로 한다. 이를 위해 국내 대학생 78명을 대상으로 실험을진행하였다. 분석결과, 집단가입 형태로 구독서비스를 이용하는 소비자는 개인가입 형태로 구독서비스를 이용하는 소비자에비해 지속사용의도가 높게 나타났으며, 정당화 용이성은 가입형태에 따라 지속사용의도에 미치는 영향을 매개하는 것으로 나타났다. 또한 불확실성은 정당화 용이성이 가입형태에 따라 지속사용의도에 미치는 영향을 매개하는 것을 조절하는 것으로나타났다. 본 연구는 구독서비스 가입형태에 따른 소비자의 심리적 매커니즘을 이해하고, 구독서비스를 제공하는 기업에게유용한 시사점을 제공하고 있다.
Abstract
The purpose of this study is to understand the effect of membership type for subscription service (individual subscription vs. group subscription) on continuous intention, and to verify the mediating effect of ease of justification and the moderated mediating effect of uncertainty. An experiment was conducted on 78 university students. As a result, consumers who use subscription services in group subscription showed higher intention to continue using the subscription service than consumers who use the subscription service in individual subscription. Also, the ease of justification mediates the effect on the intention to continue using. In addition, uncertainty was found to moderating effect of ease of justification on continuous use intention according to the type of subscription. This study understands the psychological mechanism of consumers according to the type of subscription service subscription and provides useful implications for companies that provide subscription services.
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