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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/157907


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/157907


    Title: Why Consumers Continue Their Replenishment Subscription? A Perceived Relationship Investment Perspective
    為什麼消費者持續參與訂閱方案？關係投資的觀點
    Authors: Pai, Peiyu;Tsai, Hsien-Tung;Zhong, Jun-Yu
    白佩玉;蔡顯童;鍾君宇
    Contributors: 企管系
    Keywords: Continued subscription behavior;Perceived relationship investment;Subscription program benefits;Subscription-based commerce
    持續訂閱行為;知覺關係投資;訂閱方案利益;訂閱制商務
    Date: 2025-04
    Issue Date: 2025-07-07 10:17:02 (UTC+8)
    Abstract: Promoting consumers' continued participation in online subscription programs is critical for both academia and practice. Grounded in relationship marketing and consumer psychology literature, this study adopts a perceived relationship investment perspective to identify the antecedents, mediating mechanisms, and moderating factors that influence subscription continuation. Empirically, we integrate two waves of survey data with actual purchase records from the health food subscription market. The results reveal that perceived program benefits-product, procedural, customization, and economic-significantly enhance consumers' sense of relationship investment, which in turn drives both subscription intentions and actual behaviors. Moreover, reciprocity proneness strengthens the effect of perceived benefits on relationship investment, while relationship proneness facilitates the translation of investment into intention. However, personal innovativeness weakens the link between intention and behavior. This study contributes a novel theoretical lens to the literature on subscription behavior and offers actionable insights for managing and retaining subscribers in digital commerce.
    「如何促進線上消費者持續參與訂閱方案」對學術界和經理人而言至關重要。本研究以關係行銷及消費者心理學文獻為基礎，並以「關係投資」的觀點提出影響消費者持續訂閱的前置因子、中介機制與干擾變數。本研究以健康食品訂閱市場的實際顧客為研究對象，整合兩階段問卷資料及真實訂購資料進行分析。研究結果顯示，訂閱方案利益（產品利益、程序利益、客製利益、經濟利益）會顯著影響「知覺關係投資」程度，進而提升續訂意圖及行為。此外，消費者的「互惠傾向」會強化知覺利益與關係投資之間的正向關係；「個人關係傾向」有助於關係投資轉化為續訂意圖；「個人創新性」會弱化續訂意圖與實際訂購行為之間的關係。整體而言，本研究不僅深化資訊管理領域中關於訂閱制商務的理論基礎，對消費者線上訂閱決策過程提出一個嶄新的學理觀點，亦為企業經營與顧客關係管理提供實務建議。
    Relation: 資訊管理學報, Vol.32, No.2, pp.121-148
    Data Type: article
    Appears in Collections:[企業管理學系] 期刊論文

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