A Study on Consumers’ Purchase Intention toward Home Appliance Product Subscription Services

This study examines the impact of consumers' perceived quality value and trust on purchase intention within the context of subscription-based services for home appliances. Trust was modeled as a composite construct that reflects the combined influence of trust in the product, salesperson, and company. The study also explores whether this composite trust factor moderates the relationship between perceived quality value and purchase intention. Hierarchical regression analysis shows a significant positive effect of perceived quality value on purchase intention. Moreover, trust significantly moderates this relationship. These findings underscore the importance of multidimensional trust-building, alongside quality enhancement, for the effective implementation of home appliance subscription services. By shifting the focus from digital content-based models to physical product subscriptions, this study extends the literature and offers a theoretical framework tailored to high-involvement products. It also provides practical insights for managing subscription services in the home appliance sector.