Impact of The Benefits of Subscription-based Online Services on Trust and Continued Use: Moderating Effect of One-person Household

Purpose: Recently, online subscription services have increased significantly. From a marketing perspective, the need for research emerges. This study designed online subscription services systematically and in-depth. The benefit factors of online subscription services were set as independent variables, and the reliability and continuous use of subscription services were designed as dependent variables In addition, the number of one-person households has been steadily increasing recently. Accordingly, this study applied the subject of one-person households and the purchase of online subscription service as a major group constituting society to this study. In addition, the moderating effect of the type of single-person households is investigated in the relationship between the online subscription service benefits and the continuous use of subscription services. Research design, data, and methodology: A survey was conducted to conduct this study. The survey was conducted with a single-person household consumer as a booster(=100). The survey methods were conducted in parallel with online surveys, e-mails, and face to face interviews. 208 of the collection data were used for hypothesis verification. Structural equations (AMOS) and regression analysis were used for hypothesis verification. Results: The main findings are as follows. among the factors of online subscription service benefits, ‘package attractiveness, right time, and personalization’ showed a higher impact on the continuous use of online subscription services than multi-person households in the form of single-person households. Implications: In addition to the significance of research on online subscription services, in online subscription services, one-person households should be marketed differently from multi-person households, and research on consumption behaviors for increasing one-person households needs to be expanded.