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

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 subscriptionbased 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 subscriptionbased 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.