資訊管理學報
白佩玉;蔡顯童;鍾君宇;
頁: 121-148
日期: 2025/04
摘要: 「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。
關鍵字: 持續訂購定配行為;知覺關係投資;互惠傾向;個人關係傾向;個人創新性;訂購定配方案利益;
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.
Keywords: Continued subscription behavior, Perceived relationship investment, Subscription program benefits, Subscription-based commerce.;
瀏覽次數: 24873 下載次數: 2088
引用 導入Endnote
頁: 121-148
日期: 2025/04
摘要: 「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。
關鍵字: 持續訂購定配行為;知覺關係投資;互惠傾向;個人關係傾向;個人創新性;訂購定配方案利益;
Continued Replenishment Subscription in Online Contexts: A Perceived Relationship Investment Perspective
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.
Keywords: Continued subscription behavior, Perceived relationship investment, Subscription program benefits, Subscription-based commerce.;
瀏覽次數: 24873 下載次數: 2088
引用 導入Endnote