Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Un-subscribing; Categorization of Subscription Services with Satisfaction Factors and the Reasons for Exit

구독서비스 유형별 소비자 만족도 및 해지 사유 연구

  • Suh, YouHyun (Division of Consumer Science, Seoul National University) ;
  • Kim, Rando (Division of Consumer Science, Seoul National University)
  • 서유현 (서울대학교 생활과학대학원 소비자학 전공) ;
  • 김난도 (서울대학교 생활과학대학원 소비자학 전공)
  • Received : 2021.07.26
  • Accepted : 2021.09.20
  • Published : 2021.09.28
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Abstract

This study investigated to explore the broadened concept of the subscription service market and categorize of the subscription market and its consumer behavior. We examined the satisfaction of the service users and the reasons for terminating the subscription. Survey respondents were 443 people in their 20s and 30s, who actively use subscription services. As a result of the survey it was found that users in their 20s were more satisfied with the overall subscription service than those in their 30s, and that user's residential areas were evenly distributed regardless of metropolitan area or non-metropolitan area. As a reason for the cancellation of subscription service: the lower the novelty of subscription, the less personalization tailored to consumer, the lack of feeling self-growth while using the service, and the more termination is made. Our findings have magnified the understanding of consumers behaviors in the age of 20s and 30s of using and terminating subscription service and hopefully be used for future studies of subscription services.

본 연구는 구독 시장의 급성장에 따라 확장된 구독서비스 시장 개념과 구독 시장의 유형화, 그리고 이를 사용하는 사람들의 만족도와 함께 이들이 구독을 해지하는 사유를 알아보는 데 목적이 있다. 이를 위해 구독서비스의 유형을 네 가지로 분류한 뒤, 구독서비스를 적극적으로 이용하는 20·30대를 온라인으로 443명 설문했다. 설문 결과, 회귀분석을 통해 사용자의 특성으로 20대가 30대보다 전반적인 구독서비스에 대한 만족도가 상대적으로 높으며 이용자의 거주 지역은 수도권·비수도권 상관없이 모두 고르게 분포하는 것을 알 수 있었다. 구독서비스 해지 사유로는 구독이 주는 새로움이 낮아질수록, 본인에 맞춘 개인화가 적을수록, 그리고 구독서비스를 통한 자기 성장이 이루어지지 않을 때 해지할 의향이 높은 것으로 나타났다. 구독서비스에서 중요한 과제는 고객과의 안정적이고 지속적인 관계 맺기를 통해 고객 충성도를 높이는 것이다. 본 연구는 구독서비스 유형별 소비자의 만족도와 해지사유를 살펴봄으로써 보다 섬세하게 소비자와 기업 간의 상호 선순환적인 가치를 모색하는 연구다. 향후 해지사유에 관해 해당 모델별 구독서비스 성격을 파악할 수 있는 자료로써 활용되기를 기대한다.

Keywords

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