큐레이션 기반 “취향용품”을 구독하는 사람들: 쇼핑성향에 따른 유형별 특성 및 구독만족

The study aimed to explore to the dynamics of consumer behavior within the domain of lifestyle goods subscription services. It identified distinct consumer groups based on their shopping orientation: “informed novelty seekers,” who are price-sensitive and actively seek information while also showing a penchant for new products; “diffident lifestyle shoppers,” who subscribe to lifestyle products without notable discriminating traits; and “hexagonal taste shoppers,” who exhibit a balanced profile across various shopping orientation factors. By analyzing these groups, the study revealed significant differences in subscription characteristics, including motivation, attitudes towards curation, satisfaction, and intention to continue subscribing. Convenience motives and curation attitudes emerged as influential factors affecting subscription satisfaction across all groups. However, subtle variations were observed in subscription intention among the three identified consumer segments. These findings illuminate the nuanced preferences and behaviors of consumers within the lifestyle goods subscription market, offering valuable insights for both practitioners and researchers in understanding this evolving landscape. The study suggests avenues for further research and underscore the potential for tailored strategies to enhance subscription service offerings and customer experiences.