• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.2
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• pp.7-14
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• 2023

As the consumption paradigm shifts from 'possession' to 'subscription', the subscription economy market is growing rapidly. The subscription economy is characterized by the fact that consumers can pay for and purchase products and services and use them limitedly for a limited time. Therefore, this study examined the effect of subjective perception of the time (duration) of consumers' subscription service use on subscription intention according to the time presentation method (duration/date) of subscription service use. In addition, the effect of differences in time presentation methods according to the type of subscription service (utility/hedonic) on subscription intention was examined. As a result of the study, the willingness to subscribe was higher when offering by date than when offering by date. In addition, for subscription services consumed for practical purposes, there was no difference in the effect on subscription intention according to the time presentation method. appeared to be Based on these results, the theoretical significance and practical implications of this study were presented.

• Journal of Digital Convergence
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• v.19 no.9
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• pp.125-133
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• 2021

This study investigated to explore the broadened concept of the subscription service market and categorize of the subscription market and its consumer behavior. We examined the satisfaction of the service users and the reasons for terminating the subscription. Survey respondents were 443 people in their 20s and 30s, who actively use subscription services. As a result of the survey it was found that users in their 20s were more satisfied with the overall subscription service than those in their 30s, and that user's residential areas were evenly distributed regardless of metropolitan area or non-metropolitan area. As a reason for the cancellation of subscription service: the lower the novelty of subscription, the less personalization tailored to consumer, the lack of feeling self-growth while using the service, and the more termination is made. Our findings have magnified the understanding of consumers behaviors in the age of 20s and 30s of using and terminating subscription service and hopefully be used for future studies of subscription services.

• The Journal of the Convergence on Culture Technology
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• v.10 no.2
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• pp.59-65
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• 2024

This study sought to determine the influence of perceived benefits of subscription services on attitudes toward subscription services and continued use intention of them. For this purpose, the perceived benefits of the subscription service were composed of perceived enjoyment and perceived usefulness, and the personal variable, innovativeness, was set as a control variable to examine its influence. As a result of the study, perceived benefits, such as perceived enjoyment and perceived usefulness, both showed a positive influence on attitude toward subscription services and continued use intention of them. The moderating effect of innovativeness on perceived usefulness was also confirmed. The influence of perceived usefulness on attitudes toward subscription services was found to be greater in groups with low innovation propensity than in groups with high innovativeness. These results provide implications about the value of personal characteristics for the continued use of subscription services.

• Informatization Policy
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• v.31 no.2
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• pp.105-132
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• 2024

This study seeks to investigate the factors influencing the utilization of online contents subscription services. In this study, the current number of online contents services subscribed to is set as the dependent variable. The independent variables include conspicuous product purchasing tendencies, personality types, experience with online contents consumption, and digital literacy. The research results indicate that digital literacy, agreeableness, and sociability among personality traits, as well as experience with online contents consumption, significantly impact the use of online contents subscription services. However, conspicuous product purchasing tendencies and personality traits such as openness and extroversion did not have a significant effect on the utilization of online contents subscription services.

• Journal of Digital Convergence
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• v.19 no.9
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• pp.157-168
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• 2021

As a recent global economic trend, the subscription economy is rapidly expanding along with the growth of non-face-to-face online shopping. This study tried to verify the factors influencing online subscription for disposable consumer goods through behavioral reasoning theory. 344 questionnaire responses were collected through a survey in Korea and empirical analysis was performed. As a result of the analysis, value of openness was found to have a positive effect on attitude, reason for adoption and reason against adoption. Reason for adoption showed a positive effect on attitude and adoption intention. Reason against adoption showed a negative effect on attitude but it has no impact on adoption intention. Attitude showed a positive effect on adoption intention. Finally price consciousness and quality barrier was found to the most important factors of reason for adoption and reason against adoption respectively. The results of this study can contribute to subscription companies establishing their marketing strategies. Future research can be conducted with various subscription products and additional variables.

• Journal of Digital Convergence
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• v.18 no.9
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• pp.71-79
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• 2020

In recent years, Korean consumption trends have undergone rapid changes. Also, subscription economy has emerged and is growing as a new shopping method. The purpose of this study was to verify the relationship between consumer attitude and intention to continue to use of the consumption value of subscription service based on subscription economy. To this end, we analyzed the structural equation modeling for 300 consumers who used HMR products through subscription services. The analysis results are as follows. First, consumption value (functional, emotional, social and monetary) of HMR products perceived by subscribers had a significantly positive effect on consumer attitude except for monetary value. Second, consumer attitude was found to have a positive effect on consumers' intention to continue to use. This study contributes to the development of academic theories related to the subscription service in the early stages and provides managerial implications for HMR-related companies that want to utilize subscription service.

• Journal of Industrial Convergence
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• v.20 no.11
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• pp.165-175
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• 2022

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.

• Journal of Digital Convergence
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• v.18 no.9
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• pp.331-336
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• 2020

The purpose of this study is to measure the satisfaction factors of user experience of 'Unlimited subscription service' among subscription services and analyze them based on economic and cultural perspectives. By recruiting the '20-'30s who had experienced using service, they attended a survey which was based on the reconstructed honeycomb model of Peter Morville. As a result of the survey, in terms of economic perspective, cost of service, and the ease of subscription inflow were the main satisfaction factors. From a cultural perspective, the familiarity with service and belief and experience of sharing content with people around them were the main satisfaction factors. Therefore, it can be inferred that the satisfaction of the user experience of the subscription service should be firstly satisfied with economic satisfaction, which leads to cultural satisfaction. This study is expected to be used as research data on user experience and satisfaction factors of unlimited subscription service.

• Journal of Digital Convergence
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• v.19 no.8
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• pp.337-343
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• 2021

This study researched the user experience of the monthly magazine subscription service, focusing on design students and designers. The revenue of magazine industry has been declined since 2012 and some magazines stop publishing or cease to publish. That is why this studied the user experience of magazine subscription services of monthly to increase magazine sales revenue, the largest portion of whole revenue. A survey and in-depth interviews with subscribers and non-subscribers was conducted to suggest improvements for the monthly . Since this study focused on user experience of magazine subscription, it could be a future reference for studying magazine subscription service.

• Proceedings of the Korea Contents Association Conference
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• 2019.05a
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• pp.409-410
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• 2019

점진적 빅데이터 학습 기반의 전자저널 구독가치 큐레이션 서비스는 대용량의 학술정보 처리환경을 하드웨어 기반에서 소프트웨어 기반으로 데이터를 학습함에 있어 학습 소요시간 및 메모리 부족 문제 등을 해결하기 위해 널리 사용하는 자질축소 기법에 의존하지 않고 대량의 데이터를 자유롭게 학습하고 증분 데이터 변경요소만을 추가 반영할 수 있는 범용적이고 일반적인 분류기의 구조설계 방법이다. 학술정보의 논문요약과 참고문헌의 데이터 수집 정제 분류 저장 분석을 통해 활용할 수 있는 지표를 생성하여 도서관 학교 공공기관 연구기관 등에 제공하여 기관에서 구독하고 있는 학술지가 연구에 얼마나 활용되고 있는지를 판단하는 정보 가용성을 활용한 양질의 정보원을 확보하여 불필요한 저널 구독을 중단하고 연구자가 요구하는 품질 좋은 학술정보를 제공할 수 있는 서비스로 일반적인 학술문헌 이용도 평가방법과 달리 구독 가치에 대한 지표를 제공하는 큐레이팅 방법이다.