Exploring Croatian Consumer Adoption of Subscription-Based E-Commerce for Business Innovation

IF 3 Q2 MANAGEMENT
Maja Martinović, Roko Barać, Hrvoje Maljak
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Abstract

This paper investigates the impact of four demographic variables and four perceptual drivers identified through a review of the existing literature on adopting subscription-based e-commerce models. Seven hypotheses were tested on a convenience sample of 202 respondents from Croatia. Significant differences in subscription model acceptance were observed across age groups, while education level, employment status, and disposable income showed no significant relation to subscription model adoption in Croatia, although studies in other countries have indicated otherwise. This study also examined four factors (perceived trust, risk, usefulness, and ease of use) described with 21 critical success dimensions. The results showed positive relationships with perceived trust, usefulness, and ease of use and a negative relationship with perceived risk. Enhancing trust, usefulness, and ease of use while reducing perceived risks can boost subscription-based e-commerce adoption. Significant differences in perceived trust, risk, and usefulness were found between users of multiple products/services and non-users but not in perceived ease of use. These findings provide valuable insights for future scientific research on subscription-based models, given their growing popularity in e-commerce and the limited existing research. Additionally, this paper offers practical implications for businesses by enhancing their understanding of customers and the Croatian e-commerce market and by proposing innovative strategies and promotional approaches based on the research outcomes.
探索克罗地亚消费者采用订阅式电子商务促进业务创新的情况
本文通过对采用订阅式电子商务模式的现有文献进行回顾,研究了四个人口统计学变量和四个感知驱动因素的影响。对来自克罗地亚的 202 名受访者进行了方便抽样调查,对七个假设进行了测试。不同年龄段的受访者对订阅模式的接受程度存在显著差异,而教育水平、就业状况和可支配收入与克罗地亚采用订阅模式的关系并不明显,尽管其他国家的研究表明情况并非如此。这项研究还考察了 21 个关键成功维度所描述的四个因素(感知信任、风险、有用性和易用性)。结果显示,感知信任、有用性和易用性之间存在正相关关系,而感知风险之间存在负相关关系。提高信任度、有用性和易用性,同时降低感知风险,可以促进订阅式电子商务的采用。多种产品/服务的用户与非用户在感知信任、风险和有用性方面存在显著差异,但在感知易用性方面没有差异。鉴于基于订阅的模式在电子商务中越来越受欢迎,而现有的研究却很有限,这些发现为今后关于基于订阅的模式的科学研究提供了宝贵的见解。此外,本文还通过加强对客户和克罗地亚电子商务市场的了解,以及根据研究成果提出创新战略和促销方法,为企业提供了实际意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.80
自引率
10.00%
发文量
151
审稿时长
11 weeks
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