International Journal of Computer Science & Network Security

International Journal of Computer Science & Network Security (국제컴퓨터통신보호논문지학회)
권호 표지
DOI QR코드

DOI QR Code

Development of User Subscription Services in E-Commerce: Effects on Consumer Behavior

  • Received : 2023.11.05
  • Published : 2023.11.30
Download PDF
⟨ Previous Next ⟩

Abstract

The trend of satisfying consumer needs (payment for mobile communication, music services, cab ordering, banking products, and food delivery) on a unified online platform has shaped a digital ecosystem, an instrument creating a unified space of economic interaction. Representatives of e-commerce are major stakeholders in the development of such tools. In particular, subscription services (multiservice subscriptions) allow users to create their own ecosystems based on their personal preferences. The rate of subscription service use is growing around the world, yet understanding of the peculiarities of development of this e-commerce sphere is limited due to insufficient research.The study aims to determine the motives and barriers to the use of subscription services (multiservice subscriptions) by consumers and their relationship with consumer characteristics.Proceeding from an online survey of 200 users, the study determines the relationship between the gender and income of consumers and their use of subscription services, motives and motivators for using subscription services, and barriers to the choice of a particular subscription service. The obtained results may serve as a basis for managerial decisions in e-commerce and for improving the effectiveness of marketing solutions.

Keywords

References

  1. Iudina, E. V., Balova, S. L., Maksimov, D. V., Skoromets, E. K., Ponyaeva, T. A., Ksenofontova, E. A.: Application of information technologies to improve the quality of services provided to the tourism industry under the COVID-19 restrictions. International Journal of Computer Science and Network Security 22(6), 7-12 (2022).  https://doi.org/10.22937/IJCSNS.2022.22.6.2
  2. Krivova, A. L., Kalliopin, A. K., Korotaeva, I. E., Shafazhinskaya, N. E., Ermilova, D. Yu.: Social networks as a means of monitoring students' progress. Propositos Y Representaciones 9(SPE3), e1264 (2021) https://doi.org/10.20511/pyr2021.v9nSPE3.1264 
  3. Panasenko, S., Seifullaeva, M., Ramazanov, I., Mayorova, E., Nikishin, A., Vovk, A. M.: Impact of the pandemic on the development and regulation of electronic commerce in Russia. International Journal of Advanced Computer Science and Applications 13(5), 652-658 (2022) http://dx.doi.org/10.14569/IJACSA.2022.0130576 
  4. Nanehkaran, Y.: An introduction to electronic commerce. International Journal of Scientific and Technical Research 2(4), 190-193 (2013). 
  5. Nemat, R.: Taking a look at different types of E-commerce. World Applied Programming 1(2), 100-104 (2011). 
  6. Dan, C.: Electronic commerce: State-of-the-Art. American Journal of Intelligent System 4(4), 135-141 (2014). 
  7. Taher, G.: E-commerce: Advantages and limitations. International Journal of Academic Research in Accounting Finance and Management Sciences 11(1), 153-165
  8. Vipin, J., Bindoo, M., Satyendra, A.: An overview of electronic commerce (e-Commerce). Journal of Contemporary Issues in Business and Government 27(3), 665-670
  9. Karmanov, M. V., Korotkov, A. V., Gryzunova, N. V., Kiselyova, I. A., Kuznetsov, V. I.: Price indices simulation for the purpose of managing the quality of consumer behavior. Quality - Access to Success 18(161), 64-68 (2017). 
  10. Leslie, A.: Multiservice subscriptions to take off in 2021, some bumps along the way. Disruptive.Asia (2021). https://disruptive.asia/multiservice-subscriptions-take-off-2021/ 
  11. Becker, J. U., Spann, M., Schulze, T.: Implications of minimum contract durations on customer retention. Marketing Letters 26, 579-592. 
  12. Kiseleva, E. S., Berkalov, S. V, Doroshenko, S. V, Khmelkova, N., Petrova, G. A., Krukova, E. M., Karelina, A. A.: The importance of customers' character accentuations. In: Casati, F., Barysheva, G. A., Krieger, W. (eds.) Lifelong wellbeing in the world - WELLSO 2016, vol. 19. European Proceedings of Social and Behavioural Sciences, pp. 318-328. Future Academy (2017) https://doi.org/10.15405/epsbs.2017.01.43 
  13. Babaskin, D. V., Litvinova, T. M., Babaskina, L. I., Ovakimyan, A. K., Kolevatova, K. Y.: Marketing evaluation of consumer preferences in using mobile appsfor healthcare to support drug adherence. Periodico Tche Quimica 17(35), 1013-1027 (2020). 
  14. Karashchuk, O., Mayorova, E., Nikishin, A., Pankina, T.: Factors hindering retail development in Russia. In: Proceedings of the 34th International-Business-Information-Management-Association (IBIMA) Conference. Vision 2025: Education excellence and management of innovations through sustainable economic competitive advantage, pp. 7819-7824. International Business Information Management Association, Madrid (2019). 
  15. Chiu, C. - M., Wang, E. T. G., Fang, Y. - H., Huang, H. - Y.: Understanding customers' repeat purchase intentions in B2C e-commerce: The roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal 24(1), 85-114 (2014).  https://doi.org/10.1111/j.1365-2575.2012.00407.x
  16. Sharp, B., Wright, M., Goodhardt, G.: Purchase loyalty is polarised into either repertoire or subscription patterns. Australasian Marketing Journal 10(3), 7-20 (2002).  https://doi.org/10.1016/S1441-3582(02)70155-9
  17. Ramkumar, B., Woo, H.: Modeling consumers' intention to use fashion and beauty subscription-based online services (SOS). Fashion and Textiles 5(1), 22 (2018) https://doi.org/10.1186/s40691-018-0137-1 
  18. Polman, E., Vohs, K. D.: Decision fatigue, choosing for others, and self-construal. Social Psychological and Personality Science 7(5), 471-478 (2016).  https://doi.org/10.1177/1948550616639648
  19. Jiang, L., Yang, Z., Jun, M.: Measuring consumer perceptions of online shopping convenience. Journal of Service Management 24(2), 191-214 (2013).  https://doi.org/10.1108/09564231311323962
  20. Tao, Q., Xu, Y.: Fashion subscription retailing: An exploratory study of consumer perceptions. Journal of fashion Marketing and Management 22(4), 494-508 (2018).  https://doi.org/10.1108/JFMM-11-2017-0123
  21. Chun, H. H., Diehl, K., MacInnis, D. J.: Savoring an upcoming experience affects ongoing and remembered consumption enjoyment. Journal of Marketing 81(3), 96-110 (2017).  https://doi.org/10.1509/jm.15.0267
  22. Lian, J. - W., Yen, D. C.: Online shopping drivers and barriers for older adults: Age and gender differences. Computers and Human Behavior 37, 133-143 (2014).  https://doi.org/10.1016/j.chb.2014.04.028
  23. Bischof, S. F., Boettger, T. M., Rudolph, T.: Curated subscription commerce: A theoretical conceptualization. Journal of Retailing and Consumer Services 54(6), 101822 (2019) https://doi.org/10.1016/j.jretconser.2019.04.019 
  24. Woo, H., Ramkumar, B.: Who seeks a surprise box? Predictors of consumers' use of fashion and beauty subscription-based online services (SOS). Journal of Retailing and Consumer Services 41, 121-130 (2018).  https://doi.org/10.1016/j.jretconser.2017.11.011
  25. Grewal, D., Roggeveen, A. L., Compeau, L. D., Levy, M.: Retail value-based pricing strategies: New times, new technologies, new consumers. Journal of Retailing 88(1), 1-6 (2012).  https://doi.org/10.1016/j.jretai.2011.12.001
  26. Punj, G.: The relationship between consumer characteristics and willingness to pay for general online content: Implications for content providers considering subscription-based business models. Marketing Letters 26, 175-186 (2015).  https://doi.org/10.1007/s11002-013-9273-y
  27. McCarthy, D. M., Fader, P. S., Hardie, B. G. S.: Valuing subscription-based businesses using publicly disclosed customer data. Journal of Marketing 81(1), 17-35 (2017).  https://doi.org/10.1509/jm.15.0519
  28. Stytsyuk, R. Yu., Panova, A. G., Zenin, S., Kvon, D. A., Gorokhova, A. E., Ulyanishchev, P. V.: Impact of internet media reports on the COVID-19 pandemic in the population Aged 20-35. International Journal of Computer Science and Network Security 22(6), 39-44 (2022).  https://doi.org/10.22937/IJCSNS.2022.22.6.7
  29. Rudolph, T., Bischof, S. F., Boettger, T. M., Weiler, N.: Disruption at the door: A taxonomy on subscription models in retailing. Marketing Review St.Gallen 34(5), 18-25 (2017). 
  30. Volodchenko, O., Savchenko, L., Yablonovskaya, N., Shilina, A., Subbotina, O., Guk, O.: A midia russa durante a primeira onda da pandemia do Covid-19: A dinamica do marketing digital e linguistico da agenda do coronavirus [Russian media during the first wave of the covid-19 pandemic: Digital and linguistic marketing dynamics of the coronavirus agenda]. Revista EntreLinguas 8(esp.1), e022016 (2022) https://doi.org/10.29051/el.v8iesp.1.16927