구독 상품의 추천 서비스가 구독 태도와 재이용 의도에 미치는 영향 : 성별의 조절 효과

Subscription services have rapidly increased in users after the pandemic and are spreading to various industries. Subscription is also attractive as a business model that provides recurring revenue. Recommendation is an important factor to increase customer satisfaction for the success of subscription business, but studies on the effect of recommendation benefits and risk factors on subscription maintenance were lacking. This study aims to examine the effect of the recommendation on the attitude toward subscription and the re-subscription intention in consumer goods and the mediating effect of the attitude. A survey of 218 men and women in their 20s to 50s who used consumer goods subcription showed that, economic efficiency and convenience positively affected on subscription attitude, and personalization affected positively on resubscription intention. Among the risk factors, economic risk affected negatively on re-subscription intention, and the effect of performance risk was not significant. In addition, the recommendation factor affected re-subscription intention through the mediation of the subscription attitude. Furthermore, the effect of economic efficiency on the attitude was large in men, so the moderating effect of gender was confirmed. Based on this, theoretical implications for subscription and practical implications contributing to the establishment of subscription strategy were presented.