가정간편식 구독서비스의 고객가치공동창출에 영향을 미치는 요인: 가치기반수용모델(VAM)을 기반으로

This study empirically analyzed the factors influencing customer value co-creation in subscription services for home meal replacements. Utilizing the Value-Based Adoption Model (VAM) as the theoretical foundation, we identified usefulness, entertainment, convenience, and curation as benefit factors, and perceived cost and perceived anxiety as sacrifice factors, setting them as independent variables. Customer value co-creation was examined through seven sub-elements: information seeking, information sharing, responsible behavior, feedback, advocacy, helping, and tolerance. For the empirical analysis, we conducted a survey with individuals who had experience using subscription services for home meal replacements, resulting in 200 valid responses. The findings of the empirical research were as follows: the benefit factors of usefulness, entertainment, convenience, and curation all significantly and positively impacted customer value co-creation. Perceived anxiety had a significant negative effect on customer value co-creation, while perceived cost was not found to be significant. The factors influenced customer value co-creation in the following order of magnitude: curation, convenience, usefulness, entertainment, and perceived anxiety. Based on these results, theoretical and practical implications were discussed.