Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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An Empirical Study on Customer Subscription Intention and Satisfaction on Subscription-based Music Streaming Platform

구독형 음원 스트리밍 플랫폼 고객의 구독의도 및 고객만족에 대한 실증 연구

  • Lee, Sang Hoon (Department of Office Manager, Suwon Women's University) ;
  • Kim, Seo Young (College of Business Administration, Inha University) ;
  • Park, Min Seo (College of Business Administration, Inha University) ;
  • Kim, Youn Sung (College of Business Administration, Inha University)
  • 이상훈 (수원여자대학교 오피스매니저과) ;
  • 김서영 (인하대학교 경영학부) ;
  • 박민서 (인하대학교 경영학부) ;
  • 김연성 (인하대학교 경영학부)
  • Received : 2022.08.26
  • Accepted : 2022.09.08
  • Published : 2022.09.30
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Abstract

Purpose: The purpose of this study was to explore and examine the factors influencing customer satisfaction and subscription intention in order to propose useful implication regarding subscription economy model. Methods: This study adopts the extended Unified Theory of Acceptance and Use of Technology model (UTAUT2) as the theoretical framework. On the basis of literature review, this study suggested 9 related hypothesis. To examine the hypothesis proposed, the study designed surveys with 32 questions and 456 answers were collected for the analysis. The study adopted a structural equation model and path analysis, using AMOS and SPSS programs. Results: The results of this study are as follow: All hypothesis except performance expectancy and effort expectancy have significant influence on customer satisfaction. Performance expectancy and effort expectancy have no significant influence on customer satisfaction and facilitate condition is significant but negatively associated with customer satisfaction. Conclusion: Result of this study is expected to suggest data regarding subscription economy and customer satisfaction for business with subscription model. In detail the result implies that highly sophisticated curation system would create more customer satisfaction and subscription intention rather than how a subscription-based platform is easily used. Moreover, curation system of subsription-based music platform should function with high accuracy on recommendation in a creative visual form in order to gain comparative advantage while most platforms have built own curation service.

Keywords

Acknowledgement

이 논문은 인하대학교의 지원에 의하여 연구되었음.

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