• Journal of Internet Computing and Services
    ISSN 2287 - 1136(Online) / ISSN 1598 - 0170 (Print)
    http://jics.or.kr/

Exploring the acceptance forsubscription-based online services


Dong Hyuk Jo, Journal of Internet Computing and Services, Vol. 21, No. 6, pp. 113-122, Dec. 2020
10.7472/jksii.2020.21.6.113, Full Text:
Keywords: Subscription-based online services, Benefit, Perceived Value, attitude, Acceptance Intention

Abstract

The era of "ownership" has gone, and the era of "subscription" has come. While traditional manufacturing and service industries are struggling with the fall of earnings rates, subscription-based businesses are showing high growth rates. Although subscription-based online services (SOS) are rapidly growing in the retail market, few studies have investigated factors that affect the decision of consumers to use SOS. Therefore, this study aims to identify factors that enable predicting consumers’attitudes and intentions toward SOS and to empirically verify the factors. As a result of the study, usefulness, enjoyment, and cost advantages were shown to have positive effectson perceived value, and usefulness, technicality, and cost advantages were shown to have positive effects on attitudes. In addition, perceived value was shown to have positive effects on attitude, and perceived value and attitudes were shown to have positive effects on acceptance intentions. The fact that the strategic directivity for successful introduction and diffusion of SOS was presented by identifying the predictor variables for the acceptance of SOS through this study can be said to be the significance of this study.


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Cite this article
[APA Style]
Dong Hyuk Jo (2020). Exploring the acceptance forsubscription-based online services. Journal of Internet Computing and Services, 21(6), 113-122. DOI: 10.7472/jksii.2020.21.6.113.

[IEEE Style]
D. H. Jo, "Exploring the acceptance forsubscription-based online services," Journal of Internet Computing and Services, vol. 21, no. 6, pp. 113-122, 2020. DOI: 10.7472/jksii.2020.21.6.113.

[ACM Style]
Dong Hyuk Jo. 2020. Exploring the acceptance forsubscription-based online services. Journal of Internet Computing and Services, 21, 6, (2020), 113-122. DOI: 10.7472/jksii.2020.21.6.113.