Unveiling the Factors Influencing Consumers' Continuance Intention to Use a Subscription Box

Abstract

∗ This article provides more in-depth insights into the cause-and-effect relationship between each construct. A quantitative methods approach is used in this study to explore and examine factors influencing consumers’ continuance intention of a subscription box. The investigation explores the question, how to influence consumer continuance intention to use subscription boxes? We distribute questionnaires to subscription box consumers in the U.K., Europe, Oceania, Middle East and Africa, America, and Asia. Moreover, we applied structural equation modeling by PLS for data analysis and tested the model with survey data from 176 consumers. The results show that perceived variety, perceived convenience, perceived enjoyment, and variety-seeking tendencies significantly influence consumer continuance intention mediating by satisfaction. While value for money perceived surprise, personalization, and consumer innovativeness has no significance. The findings have practical implications for sellers and companies, directing what variables to concentrate on to improve the subscription box’s consumer continuance intention.