Your browser does not support the PubReader view.
Go to this page to see a list of supporting browsers.
Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 51, No. 6, pp.1595-1618
ISSN: 1226-1874 (Print)
Print publication date 31 Dec 2022
Received 26 Apr 2022 Revised 30 Jun 2022 Accepted 04 Jul 2022
DOI: https://doi.org/10.17287/kmr.2022.51.6.1595

구독 기반 스트리밍 서비스의 지속적 사용 의도: 자의 및 구속 모델을 중심으로

Daeun Lim ; Yuna Ro ; Saerom Lee ; Jungjoo Jahng
(First Author) Kakaostyle dani.lim@kakaostyle.com
(Co-Author) Seoul National University rohyuna@hotmail.com
(Co-Author) Kyungpook National University saeromlee@knu.ac.kr
(Corresponding Author) Seoul National University Jahngj@snu.ac.kr
Continuance Usage Intention on Subscription-based Streaming Service: Focusing on the Dedication-Constraint Model


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

With the rapid development of the digital era, the trend in consumption of digital products has undergone tremendous change in recent years to a subscription-based streaming service. The success of subscription-based streaming services depends heavily on customers’ continuance usage. Multilateral perspectives are also required as antecedents of continuance usage. In consideration of the distinctive features of these services, this study adopts the dedication-constraint framework and develops a model of subscription-based streaming service continuance, which is assessed empirically using data collected from 315 actual users of music streaming services. Results indicate that subscription-based streaming service’s continuance intention is jointly determined by two mechanisms: perceived benefits (usefulness and enjoyment), and service-specific investments (personalization and learning), with the former playing a more central role. Perceived usefulness and enjoyment directly promote satisfaction, while service-specific investments in personalization and learning increase switching costs. Theoretical and practical implications and future research directions are subsequently discussed.

Keywords:

Subscription-based Streaming Service, Dedication-constraint Framework, Continuance Usage Intention, Music Streaming Service

Acknowledgments

This research is supported by the Institute of Management Research at Seoul National University, This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A3A2099973)

The study was revised from the author’s master’s thesis.

References

  • Alba, J. W., and Hutchinson, J. W.(1987), “Dimensions of Consumer Expertise,” Journal of Consumer Research, 13(4), pp.411-454. [https://doi.org/10.1086/209080]
  • Almarashdeh, I.(2016), “Sharing instructors experience of learning management system: A technology perspective of user satisfaction in distance learning course,” Computers in Human Behavior, 63, pp.49-255. [https://doi.org/10.1016/j.chb.2016.05.013]
  • Babin, B. J., and Attaway, J. S.(2000), “Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer,” Journal of Business Research, 49(2), pp.91-99. [https://doi.org/10.1016/S0148-2963(99)00011-9]
  • Babin, B. J., Darden, W. R., and Griffin, M.(1994), “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value,” Journal of Consumer Research, 20(4), pp.644-656. [https://doi.org/10.1086/209376]
  • Bagozzi, RP., and Yi, Y.(1988), “On the evaluation of structural equation models,” Journal of the Academy of Marketing Science, 16(1), pp.74-94. [https://doi.org/10.1007/BF02723327]
  • Benjamin, R., and Wigand, R.(1995), “Electronic Markets and Virtual Value Chains on the Information Superhighway,” Sloan Management Review, 36(2), pp.62-72.
  • Bhattacherjee, A.(2001), “Understanding Information Systems Continuance: An Expectation-Confirmation Model,” MIS Quarterly, 25(3), pp.351–370. [https://doi.org/10.2307/3250921]
  • Bloch, P. H., Sherrell, D. L., and Ridgway, N. M. (1986), “Consumer Search: An Extended Framework,” Journal of Consumer Research, 13(1), pp.119-126. [https://doi.org/10.1086/209052]
  • Chang, I., and Chen, R. S.(2020), “The impact of perceived usefulness on satisfaction with online parenting resources: The mediating effects of liking and online interaction,” The Asia-Pacific Education Researcher, 29(4), pp.307-317. [https://doi.org/10.1007/s40299-019-00484-y]
  • Chang, H., Kim, D., and Han, J.(2010), “The Effect of Contingency Factors on the IS Continuance in Environments Where Usage is Mandatory,” Korean Management Review, 39(2), pp.341-373.
  • Chen, C. C., Leon, S., and Nakayama, M.(2018), “Converting music streaming free users to paid subscribers: social influence or hedonic performance,” International Journal of Electronic Business, 14(2), pp.128-145. [https://doi.org/10.1504/IJEB.2018.094870]
  • Chen, P. Y., and Hitt, L. M.(2002), “Measuring Switching Costs and the Determinants of Customer Retention in Internet-Enabled Businesses: A Study of the Online Brokerage Industry,” Information Systems Research, 13(3), pp.255-274. [https://doi.org/10.1287/isre.13.3.255.78]
  • Childers, T. L., Carr, C. L., Peck, J., and Carson, S. (2002), “Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior,” Journal of Retailing, 77(4), pp.511-535. [https://doi.org/10.1016/S0022-4359(01)00056-2]
  • Cho, S. J., “Netflix, which used to be popular, reduces subscribers and manpower...Is it going downhill,” (2022.05.23.), Maeililbo, http://www.m-i.kr/news/articleView.html?idxno=921289, .
  • Chou, S. W., and Hung, I. H.(2016), “Understanding Knowledge Outcome Improvement at the Post-Adoption Stage in a Virtual Community,” Information Technology & People, 29(4), pp.774-806. [https://doi.org/10.1108/ITP-05-2015-0121]
  • Chung, K. S., Noh, M. J., and Rui, N.(2015), “An Empirical Examination of the Continuance Intention to Use on Mobile Communication Service in Korea and China,” Korean Management Review, 44(1), pp.215-246. [https://doi.org/10.17287/kmr.2015.44.1.215]
  • Davis, F. D.(1989), “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” MIS Quarterly, 13(3), pp.319-340. [https://doi.org/10.2307/249008]
  • Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. (1992), “Extrinsic and Intrinsic Motivation to Use Computers in the Workplace,” Journal of Applied Social Psychology, 22(14), pp.1111-1132. [https://doi.org/10.1111/j.1559-1816.1992.tb00945.x]
  • Fornell, C., and Larcker, D. F.(1981), “Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics,” Journal of Marketing Research, 18(3), pp.382-388. [https://doi.org/10.1177/002224378101800313]
  • Gilmore, J. H., and Pine, B. J.(2002), “Differentiating Hospitality Operations via Experiences: Why Selling Services Is Not Enough,” The Cornell Hotel and Restaurant Administration Quarterly, 43(3), pp.87-96. [https://doi.org/10.1016/S0010-8804(02)80022-2]
  • Gong, X., Liuxiao, X., and Xiao, Z.(2022), “A Dedication-Constraint Model of Consumer Switching Behavior in Mobile Payment Applications,” Information & Management, 59(4), pp.1-16. [https://doi.org/10.1016/j.im.2022.103640]
  • Harman, H.H.(1976), Modern Factor Analysis (3rd. edition revised), Chicago University Press, Chicago.
  • Hirschman, E. C., and Holbrook, M. B.(1982), “Hedonic Consumption: Emerging Concepts, Methods and Propositions,” Journal of Marketing, 46(3), pp.92-101. [https://doi.org/10.1177/002224298204600314]
  • Hu, L. T., and Bentler, P. M.(1999), “Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives,” Structural equation modeling: a multidisciplinary journal, 6(1), pp.1-55. [https://doi.org/10.1080/10705519909540118]
  • Hung, S. Y., Chen, K., and Su, Y. K.(2020), “The effect of communication and social motives on E-government services through social media groups,” Behaviour & Information Technology, 39(7), pp.741-757. [https://doi.org/10.1080/0144929X.2019.1610907]
  • Jones, M. A., Mothersbaugh, D. L., and Beatty, S. E.(2002), “Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing their Differential Strategic Outcomes,” Journal of Business Research, 55(6), pp.441-450. [https://doi.org/10.1016/S0148-2963(00)00168-5]
  • Joo, Y. J., Park, S., and Shin, E. K.(2017), “Students' expectation, satisfaction, and continuance intention to use digital textbooks,” Computers in Human Behavior, 69, pp.83-90. [https://doi.org/10.1016/j.chb.2016.12.025]
  • Kang, Y. S., Min, J., Mun, T. S., and Lee, H.(2010), “Determinants of Continuous Use in Mobile Telecommunication Service: A Dual Model of Dedication-Based and Constraint-Based Mechanisms,” Korean Management Review, 39(4), pp.1095-1120.
  • Karahanna, E., Straub, D. W., and Chervany, N. L.(1999), “Information Technology Adoption Across Time: A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs,” MIS Quarterly, 23(2), pp.183-213. [https://doi.org/10.2307/249751]
  • Khalifa, M., and Liu, V.(2007), “Online Consumer Retention: Contingent Effects of Online Shopping Habit and Online Shopping Experience,” European Journal of Information Systems, 16(6), pp.780-792. [https://doi.org/10.1057/palgrave.ejis.3000711]
  • Kim, J.(2017), “A Marketing Model to Estimate Customer Retention Rate in a Continuous Purchase Setting,” Industrial Studies, 41(1), pp.67-81.
  • Kim, J., and Kang, H.(2011), “The effects of switching cost and customer satisfaction on brand loyalty in a continuous purchase setting,” Korean Studies Information Service System, 13(3), pp.1-17.
  • Kim, S. S., and Son, J. Y.(2009), “Out of Dedication or Constraint? A Dual Model of Post-Adoption Phenomena and Its Empirical Test in the Context of Online Services,” MIS Quarterly, 33(1), pp.49-70. [https://doi.org/10.2307/20650278]
  • Klemperer, P.(1995), “Competition When Consumers Have Switching Costs: An Overview with Applications to Industrial Organization, Macroeconomics, and International Trade,” The Review of Economic Studies, 62(4), pp.515-539. [https://doi.org/10.2307/2298075]
  • Kuem, J., Ray, S., Siponen, M., and Kim, S. S. (2017), “What Leads to Prosocial Behaviors on Social Networking Services: A Tripartite Model,” Journal of Management Information Systems, 34(1), pp.40-70. [https://doi.org/10.1080/07421222.2017.1296744]
  • Lam, S. Y., Shankar, V., Erramilli, M. K., and Murthy, B.(2004), “Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration From a Business-to-Business Service Context,” Journal of the Academy of Marketing Science, 32(3), pp.293-311. [https://doi.org/10.1177/0092070304263330]
  • Lee, I., Choi, B., Kim, J., and Hong, S. J.(2007), “Culture-Technology Fit: Effects of Cultural Characteristics on the Post-Adoption Beliefs of Mobile Internet Users,” International Journal of Electronic Commerce, 11(4), pp.11-51. [https://doi.org/10.2753/JEC1086-4415110401]
  • Lee, J., and Lehto, X.(2010), “E-Personalization and Online Privacy Features: The Case with Travel Websites,” Journal of Management and Marketing Research, 4, pp.1-14.
  • Liang, H., Saraf, N., Hu, Q., and Xue, Y.(2007), “Assimilation of Enterprise Systems: The Effect of Institutional Pressures and the Mediating Role of Top Management,” MIS Quarterly, 31(1), pp.59-87. [https://doi.org/10.2307/25148781]
  • Limayem, M., and Cheung, C. M.(2008), “Understanding Information Systems Continuance: The Case of Internet-Based Learning Technologies,” Information & Management, 45(4), pp.227-232. [https://doi.org/10.1016/j.im.2008.02.005]
  • Lin, K., and Lu, H.(2011), “Why people use social networking sites: An empirical study integrating network externalities and motivation theory,” Computers in Human Behavior, 27(3), pp.1152-1161.  [https://doi.org/10.1016/j.chb.2010.12.009]
  • Luo, M. M., Remus, W., and Chea, S.(2006), “Technology Acceptance of Internet-Based Information Services: An Integrated Model of TAM and U&G Theory,” AMCIS 2006 Proceedings, 153, pp.1139-1150.
  • Marshall, L.(2015), “‘Let's keep music special. F―Spotify’: on-demand streaming and the controversy over artist royalties,” Creative Industries Journal, 8(2), pp.177-189. [https://doi.org/10.1080/17510694.2015.1096618]
  • Oliver, R. L.(1999), “Whence Consumer Loyalty?,” The Journal of Marketing, 63, pp.33-44. [https://doi.org/10.2307/1252099]
  • Roslan, N. I., Sahak, S. Z., and Sheriff, N. M.(2022), “Evolution and Challenges of Premium Music Streaming Service: A Preliminary Perspective,” Journal of Marketing Management and Consumer Behavior, 4(2), pp.60-68.
  • Ryan, R. M., Mims, V., and Koestner, R.(1983), “Relation of Reward Contingency and Interpersonal Context to Intrinsic Motivation: A Review and Test Using Cognitive Evaluation Theory,” Journal of Personality and Social Psychology, 45(4), pp.736-750. [https://doi.org/10.1037/0022-3514.45.4.736]
  • Shiau, W. L., and Luo, M. M.(2013), “Continuance intention of blog users: the impact of perceived enjoyment, habit, user involvement and blogging time,” Behaviour & Information Technology, 32(6), pp.570-583. [https://doi.org/10.1080/0144929X.2012.671851]
  • Thong, J. Y., Hong, S. J., and Tam, K. Y.(2006), “The Effects of Post-Adoption Beliefs on the Expectation-Confirmation Model for Information Technology Continuance,” International Journal of Human-Computer Studies, 64(9), pp.799-810. [https://doi.org/10.1016/j.ijhcs.2006.05.001]
  • Turel, O., Serenko, A., and Bontis, N.(2010), “User Acceptance of Hedonic Digital Artifacts: A Theory of Consumption Values Perspective,” Information & Management, 47(1), pp.53-59. [https://doi.org/10.1016/j.im.2009.10.002]
  • Wallin, E. T.(2021), “Reading by Listening: Conceptualising Audiobook Practices in the Age of Streaming Subscription Services,” Journal of Documentation, 77(2), pp.432-448. [https://doi.org/10.1108/JD-06-2020-0098]
  • Zeithaml, V. A.(1981), “How Consumer Evaluation Processes Differ between Goods and Services,” Marketing of Services, 9(1), pp.25-32.
  • Zhou, Z., Fang, Y., Vogel, D. R., Jin, X. L., and Zhang, X.(2012), “Attracted to or Locked In? Predicting Continuance Intention in Social Virtual World Services,” Journal of Management Information Systems, 29(1), pp.273-306. [https://doi.org/10.2753/MIS0742-1222290108]

∙ The author Daeun Lim received her Bachelor degree, majoring in Economics, from Cornell University, in 2014. She got her Master’s degree in management information systems from Seoul National University, Seoul, in 2017. She's currently working as a Product Owner at Kakaostyle.

∙ The author Yuna Ro is a PhD candidate of College of Business School, Seoul National University. She received her master's degree from University of Seoul, in 2009. Her research interests include information system, digital innovation, and eWOM.

∙ The author Saerom Lee has been with the School of Business Administration, Kyungpook National University, Daegu, Rep. of Korea, where she is now an assistant professor, since 2018. She received her BS degree from Pusan National University, in 2010, and her PhD degree in management information systems from Seoul National University, Seoul, in 2016. Her main research interests are open collaboration and cyber bullying behaviors.

∙ The author Jungjoo Jahng has been with the Graduate School of Business, Seoul National University, Seoul, Rep. of Korea, where he is now an professor, since 2004. He received his BS and Master degree from Seoul National University, in 1989 and 1991, and his Ph.D degree from Wisconsin-Milwaukee, USA, in 2000. His main research interests are digital transformation and innovation management.