The Impact of Subscription Economy Consumers' Flow on Positive Subjective Experience, Perceived Behavioral Control, and e-WOM

Purpose: This study explores the impact of flow on positive subjective experience, perceived behavioral control, and e-WOM among subscription economy consumers. Skill, challenge, and playfulness were used as the primary factors of flow. Research design, data, and methodology: A survey was conducted among NAVER Plus Membership subscribers in their 20s to 50s in the Seoul metropolitan area of South Korea who have experience using the subscription economy, and SPSS and AMOS were used to test the research hypotheses. Results: First, subscription economy consumer flow has a significant impact on positive subjective experience. Second, subscription economy consumer flow has a significant impact on perceived behavioral control. Third, subscription economy consumer flow has a significant effect on e-WOM. Conclusions: This study studied subscription economy consumer flow as a secondary factor and identified its influence on positive subjective experience, perceived behavioral control, and e-WOM. Practically, subscription economy companies should build user experiences that enable consumers to increase their flow with the right skills, challenges, and enjoyment, which positively impacts positive subjective experience, perceived behavioral control, and e-WOM.