Purpose: This study aimed to conduct an empirical analysis of the factors influencing the intention to use subscription services within the context of the subscription economy. The study focused on Home Meal Replacement (HMR) subscription services. Research design, data, and methodology: Empirical analysis was conducted with a sample of 300 potential consumers. The research model utilized in the analysis was based on the Value-Based Acceptance Model (VAM), incorporating the unique characteristics of Home Meal Replacement. Results: The findings revealed that benefit factors, including usefulness, enjoyment, convenience, and curation, had a significant positive(+) effect on perceived value. Conversely, perceived cost, as a sacrifice factor, had a significant negative(-) impact on perceived value. However, the relationship between anxiety and perceived value was not statistically tested. The strength of the influence was ranked as follows: curation, convenience, enjoyment, usefulness, and perceived cost. Furthermore, perceived value exhibited a significant positive(+) effect on use intention of subscription services. Mediation analysis indicated that perceived value played a mediating role between benefit factors such as usefulness, enjoyment, convenience, curation, and the intention to use subscription services. However, perceived value did not mediate the relationship between sacrifice factors (perceived cost and anxiety) and the intention to use subscription services. Implications: Based on these research findings, the study presented academic and practical implications.
Lee et al. (Thu,) studied this question.