식품 구독 서비스의 소비가치가 소비자 태도와 행동의도에 미치는 영향: 서비스 유형의 조절효과를 중심으로

With the emergence of new business models for selling food products driven by technological advancements, this study aims to understand consumer behavior regarding food subscription services. It ap plied the VAB (Value-Attitude-Behavior) model to examine the impact of the consumption value of food subscription services on consumer attitudes, behavioral intentions, and the moderating effects of different types of food subscription services. A convenience sample of 300 consumers who had experienced food subscription services within the past year was collected from November 10, 2023, to November 17, 2023. The collected data were analyzed using multiple regression analysis and hierarchical regression analysis with SPSS 22.0. The analysis revealed that all four factors presented as consumption values―convenience, finan cial value, excitement, and informativeness―significantly positively influenced consumer attitudes, with con venience being the most influential factor. Consumer attitudes toward food subscription services positively influenced behavioral intentions. Furthermore, examining the moderating effects of types of food subscription services, it was found that the service type (recommendation-based, supplementary) played a moderating role in the relationship between consumption value and attitude. Consumers perceived higher consumption value and formed more positive attitudes toward recommendation-based services compared to supplementary services. Based on these findings, both theoretical and practical implications are suggested.