A Study on the Unified Theory of Acceptance and Use of Technology (meta-UTAUT) and Flow Customer Behavioral Intention

Purpose: This study empirically analyzes the Behavioral Intention of consumer of subscription economy online platform using the Unified Theory of Acceptance and Use of Technology (meta-UTAUT) and Flow. This study selected technology acceptance, Flow, and Attitude toward using the platform as antecedent factors that influence the Behavioral Intention of consumer of subscription economy online platform that utilize AI and Big Data, and verified the research hypothesis. Research design, data, and methodology: A survey was conducted targeting people (20s to 50s) who had experience using subscription economy online platf orm in K orea, and 205 people were u sed in t he f inal analysis. T o verify the research hypothesis, frequency analysis and structural equation model(SEM) analysis are conducted using SPSS and AMOS. Results: First, technology acceptance (Performance Expectancy, Social Influence, and Facilitating Conditions) of subscription economy online platform consumer has a positive e f fect on t heir A ttitude toward using t he p latform. S econd, technology acceptance (Effort Expectancy, Social Influence) of subscription economy online p latf orm consumer h as a p ositive ef fect on Flow. T hird, the Flow o f consumer on s ubscription economy online p latf orm has a positive effect on their Attitude toward using the platform. Fourth, the Attitude toward using the platform has a positive effect on the Behavioral Intention of consumer of subscription economy online platform, and Flow has no significant effect. Implications: This study has academic significance in that it structurally studied consumer behavior in subscription economy online platform from a comprehensive perspective (utilitarian benefits, hedonic experiences) along with consumers’ personal characteristics (Attitude) using meta-UTAUT and Flow. Flow consisted of Palyfulness and Positive Subjective Experience as the primary factors. In practice, this study presents important implications for companies’ business models and customer marketing strategies needed to retain and secure customers.