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The Relationship between Subscription Economy Model Design Factors and Consumer Purchase Intention: Focusing on 99 Subscription Economy Company Cases

Baek, Hyehyeon1 · Kim, Gilseon1

1 Sogang University

Published: January 2022 · Vol. 51, No. 4 · pp. 845-867

DOI: https://doi.org/10.17287/kmr.2022.51.4.845

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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 modelDesign factorCategorical regression analysis