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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 51, No. 4, pp.845-867
ISSN: 1226-1874 (Print)
Print publication date 31 Aug 2022
Received 14 Feb 2022 Accepted 17 Mar 2022
DOI: https://doi.org/10.17287/kmr.2022.51.4.845

구독경제모델 디자인 팩터와 소비자 구매의향 간의 관계: 99개 구독경제기업 사례를 중심으로

Hyehyeon Baek ; Kilsun Kim
(First Author/Corresponding Author) College of Business, Sogang University/IBK Securities phhgood8282@gmail.com
(Co-Author) College of Business, Sogang University kilsunkim@sogang.ac.kr
Relationship between Subscription Economy Model Design Factor and Consumer Purchase Intention: Focusing on the Cases of 99 Subscription Economy Companies


Copyright 2011 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

The purpose of this study is to help design the subscription economy model from the supplier's point of view, in a situation where the subscription economy model is receiving attention from academia and industry as it is spread in various industrial fields. To this end, first, 10 representative design factors that should be considered when designing a subscription model were derived. Second, among the design factors, factors affecting consumer purchase intention were examined. Third, by examining the difference in consumer purchase intention according to design factors for each industry, design factors that should be considered first in each industry were identified. This study expands the scope of existing subscription economy research by discussing the design of the subscription economy model, which has not yet been actively researched and provides practical implications for suppliers considering introducing the subscription economy model.

Keywords:

Subscription economy model, Design factor, Categorical regression analysis

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∙ The author Hyehyeon Baek is a doctoral candidate at the Sogang Business School at Sogang University in South Korea. She received a master’s degree in education at Korea University. She is currently working as a manager of Internal Branding innovation in IBK Securities. Her research focuses on Customer satisfaction management, consumer-oriented business model, product and service innovation, customer experience management.

∙ The author Kilsun Kim is a Professor at Sogang University. Prior to joining Sogang, he taught at Middle Tennessee State University. He received his Ph.D. and MBA degrees from the University of Illinois at Urbana-Champaign, and B.A. in Business Administration from Sogang University. His research interests are in new product development and technology management.