A Study on the Satisfaction and Intention to Use Continuously for Audio Book Subscription Services in China: Focusing on TAM and Perceived Risk

Purpose: Recently, the subscription service and audio book market are getting attention with the development of digital technology. There are many audio book platforms in China and the competition is relatively fierce. Based on technology acceptance model, the study investigated the influence of various factors on users' satisfaction and intention to use continuously for audio book subscription service. This study seeks ways to increase satisfaction with audio book subscription services and it can be reflected in the marketing strategies of companies that want to improve consumer’s intention to use continuously. Research design, data, and methodology: This study conducted a survey of 500 audio book subscription service users in their 20s or older living in China. Exploratory factor analysis, reliability analysis, and regression analysis were performed, and hypotheses were empirically tested. Results: First, it was found that usefulness, enjoyment, and consumer knowledge had a significant positive effect on satisfaction. Second, usefulness, ease of use, enjoyment, innovation, and consumer knowledge all had a positive effect on the intention to use continuously while privacy risk and financial risk had a negative effect. Third, the higher the satisfaction with the audio book subscription service, the higher the intention to use continuously. Implications: For companies related to audio book subscription services, efforts to create usefulness, ease, and pleasure are important to satisfaction and intention to use continuously. Second, efforts are needed to protect user information, and proper pricing and maintenance of subscription services are required. Third, efforts to enhance innovation and consumer knowledge are required. In order to increase satisfaction for audio book subscription service, a satisfaction improvement strategy that reflects the opinions of buyers such as complaints and improvements is required.