구독경제모델 디자인 팩터와 소비자 구매의향 간의 관계: 99개 구독경제기업 사례를 중심으로

초록

The purpose of this study is to help design the subscription economy model from the supplier's point of view, in a situation where the subscription economy model is receiving attention from academia and industry as it is spread in various industrial fields. To this end, first, 10 representative design factors that should be considered when designing a subscription model were derived. Second, among the design factors, factors affecting consumer purchase intention were examined. Third, by examining the difference in consumer purchase intention according to design factors for each industry, design factors that should be considered first in each industry were identified. This study expands the scope of existing subscription economy research by discussing the design of the subscription economy model, which has not yet been actively researched and provides practical implications for suppliers considering introducing the subscription economy model.

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