An Empirical Study on the Use Intention to Subscription Economy Service [Extending Technology Acceptance Model with Perceived Enjoyment]

The subscription economy is growing at a very rapid pace. The subscription economy has already settled in our lives as a new common currency - the long - term relationship between businesses and customers, including the transaction of products or additional product features and services in exchange for recurring customer payment plans. This study analyzed the factors affecting the intention to use the subscription service for Korean subscription service users, focusing on the characteristics of the subscription service. An online survey was conducted to clarify the factors of subscription service adoption and to verify the relationship between variables. A total of 193 questionnaires were collected, and 163 survey results were used as actual analysis data, excluding questionnaires with no subscription service experience and insincere respondents. SPSS 24.0 and AMOS statistical program were used to verify the research hypothesis. Looking at the results of the analysis, variables that influence the Perceived Usefulness of subscription service users were Personal recommendation, Self - efficacy, Reliability, but Price sensitivity was rejected. Self - efficacy was the only variable that affected the Perceived ease of use of subscription service users, and all other variables were rejected. The variables that influence the Perceived Enjoyment of subscription service users were personal recommendation, self - efficacy, and reliability, and price sensitivity was rejected. Finally, perceived usefulness, perceived ease of use has been shown to affect the user's intention to use subscription service, but perceived enjoyment has no effect in this study. These findings help to understand users' perceptions of subscription services and are meaningful in providing basic data for activating subscription services by deriving specific factors that affect users' intention to use subscription services. Also through this study, it was possible to clearly grasp the intention to use the subscription economy service and to provide implications for expanding the intention to use it to consumers.