{"title":"探讨数字订阅经济的竞争市场结构:以韩国为例的实证调查","authors":"Dongnyok Shim , Yunwoo Choi , Changjun Lee","doi":"10.1016/j.tele.2025.102264","DOIUrl":null,"url":null,"abstract":"<div><div>The digital-based subscription economy has experienced rapid growth and diversification, yet existing research predominantly focuses on single-service adoption factors, failing to capture the complexity of multi-service consumer behavior. This study aims to provide a comprehensive analysis of the digital-based subscription economy in South Korea by examining the interrelationships between various subscription services and identifying distinct consumer segments. Utilizing data from the 2022 Korea Media Panel Survey, we employ Multivariate Probit (MVP) and Latent Class Model (LCM) analyses, to elucidate the correlations among service types and ascertain patterns of concurrent or substitutive usage. Our findings reveal a clear hierarchy of preferences, with Subscription Video on Demand (SVOD) emerging as the most preferred option, followed by music streaming, newsletters, e-books, educational content, and knowledge information services. The MVP analysis also uncovers significant negative correlations between SVOD and other content types, suggesting a potential substitution effect, while positive correlations are observed among newsletters, music streaming, and e-book services, indicating complementary relationships. The LCM analysis identifies three distinct consumer segments: “News-centric Subscribers,” “Diverse Content Consumers,” and “SVOD Enthusiasts,” each characterized by unique subscription patterns and demographic profiles. This study contributes to the literature by developing a comprehensive framework for understanding multi-service adoption in the digital content subscription market, challenging traditional single-service adoption models. Our findings also have significant implications for content providers and marketers, offering insights for developing targeted bundling strategies and demographic-based marketing approaches.</div></div>","PeriodicalId":48257,"journal":{"name":"Telematics and Informatics","volume":"98 ","pages":"Article 102264"},"PeriodicalIF":7.6000,"publicationDate":"2025-03-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Exploring the competitive market structure of digital-based subscription economy: The empirical investigation of South Korea\",\"authors\":\"Dongnyok Shim , Yunwoo Choi , Changjun Lee\",\"doi\":\"10.1016/j.tele.2025.102264\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><div>The digital-based subscription economy has experienced rapid growth and diversification, yet existing research predominantly focuses on single-service adoption factors, failing to capture the complexity of multi-service consumer behavior. This study aims to provide a comprehensive analysis of the digital-based subscription economy in South Korea by examining the interrelationships between various subscription services and identifying distinct consumer segments. Utilizing data from the 2022 Korea Media Panel Survey, we employ Multivariate Probit (MVP) and Latent Class Model (LCM) analyses, to elucidate the correlations among service types and ascertain patterns of concurrent or substitutive usage. Our findings reveal a clear hierarchy of preferences, with Subscription Video on Demand (SVOD) emerging as the most preferred option, followed by music streaming, newsletters, e-books, educational content, and knowledge information services. The MVP analysis also uncovers significant negative correlations between SVOD and other content types, suggesting a potential substitution effect, while positive correlations are observed among newsletters, music streaming, and e-book services, indicating complementary relationships. The LCM analysis identifies three distinct consumer segments: “News-centric Subscribers,” “Diverse Content Consumers,” and “SVOD Enthusiasts,” each characterized by unique subscription patterns and demographic profiles. This study contributes to the literature by developing a comprehensive framework for understanding multi-service adoption in the digital content subscription market, challenging traditional single-service adoption models. Our findings also have significant implications for content providers and marketers, offering insights for developing targeted bundling strategies and demographic-based marketing approaches.</div></div>\",\"PeriodicalId\":48257,\"journal\":{\"name\":\"Telematics and Informatics\",\"volume\":\"98 \",\"pages\":\"Article 102264\"},\"PeriodicalIF\":7.6000,\"publicationDate\":\"2025-03-09\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Telematics and Informatics\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0736585325000267\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"INFORMATION SCIENCE & LIBRARY SCIENCE\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Telematics and Informatics","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0736585325000267","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"INFORMATION SCIENCE & LIBRARY SCIENCE","Score":null,"Total":0}
Exploring the competitive market structure of digital-based subscription economy: The empirical investigation of South Korea
The digital-based subscription economy has experienced rapid growth and diversification, yet existing research predominantly focuses on single-service adoption factors, failing to capture the complexity of multi-service consumer behavior. This study aims to provide a comprehensive analysis of the digital-based subscription economy in South Korea by examining the interrelationships between various subscription services and identifying distinct consumer segments. Utilizing data from the 2022 Korea Media Panel Survey, we employ Multivariate Probit (MVP) and Latent Class Model (LCM) analyses, to elucidate the correlations among service types and ascertain patterns of concurrent or substitutive usage. Our findings reveal a clear hierarchy of preferences, with Subscription Video on Demand (SVOD) emerging as the most preferred option, followed by music streaming, newsletters, e-books, educational content, and knowledge information services. The MVP analysis also uncovers significant negative correlations between SVOD and other content types, suggesting a potential substitution effect, while positive correlations are observed among newsletters, music streaming, and e-book services, indicating complementary relationships. The LCM analysis identifies three distinct consumer segments: “News-centric Subscribers,” “Diverse Content Consumers,” and “SVOD Enthusiasts,” each characterized by unique subscription patterns and demographic profiles. This study contributes to the literature by developing a comprehensive framework for understanding multi-service adoption in the digital content subscription market, challenging traditional single-service adoption models. Our findings also have significant implications for content providers and marketers, offering insights for developing targeted bundling strategies and demographic-based marketing approaches.
期刊介绍:
Telematics and Informatics is an interdisciplinary journal that publishes cutting-edge theoretical and methodological research exploring the social, economic, geographic, political, and cultural impacts of digital technologies. It covers various application areas, such as smart cities, sensors, information fusion, digital society, IoT, cyber-physical technologies, privacy, knowledge management, distributed work, emergency response, mobile communications, health informatics, social media's psychosocial effects, ICT for sustainable development, blockchain, e-commerce, and e-government.