세대에 따른 실물 구독 서비스 이용 의향에 관한 연구: 소비가치이론을 중심으로

초록

This study analyzed the effects of consumer value perceptions, segmented into price value and emotional value, on purchase intention among potential customers of the emerging real product subscription service for home appliances. Additionally, this study further examined whether being part of the MZ Generation acts as a moderating role in these relationships. The results showed that both price value and emotional value positively influenced purchase intention, with the emotional value having a stronger effect on purchase intention among the MZ Generation compared to non-MZ consumers. These findings indicate that consumer value perception and generational differences play significant roles in purchase decision-making in the real product subscription service market. Furthermore, this study provides an in-depth understanding of the newly emerging business model of real product subscription services for home appliances and offers practical implications for service operation and marketing strategies tailored to the characteristics of the MZ Generation.

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