A Study on Factors Affecting Consumer Satisfaction and Continued Use of Food Subscription Service

Purpose: The purpose of this study is to investigate the selection attributes of the food subscription service, which has been increasing recently. The subscription service, which was popular mainly on offline platforms in the past, is expanding to the online food industry, and there are not many studies on it. Research design, data, and methodology: This study conducted a survey on consumers who use subscription services, and was conducted based on the survey results. The survey was conducted from May 2021 to July 2021, and data analysis was empirically analyzed using statistical program. Results: It was found that both the perceived usefulness and perceived ease of the consumers using the subscription service had a significant effect on their continued use. In addition, overall price and diversity of food subscription service were found to have a positive effect on perceived usefulness, and convenience was found to have a positive effect on perceived ease of use. The factor that had the greatest influence on perceived usefulness was price. Implications: This study suggests that the usefulness and ease of food subscription service are the most important. Of particular importance in subscription services are price characteristics and convenience features, so retailers should focus on these when establishing distribution strategies.