Subscription commerce: an attachment theory perspective

ABSTRACT Despite the success of subscription models in online retail, insights addressing their very relational character remain limited. This research employs interpersonal relationship theory and examines the role of attachment theory in explaining consumer adoption of subscription-based online services on a general as well as on a brand level. Specifically, we propose two conceptual models linking different attachment constructs to the adoption of subscriptions for tangible consumer goods. To address general subscription adoption, we investigate the influence of secure personal and consumer attachment to an unspecified hypothetical online subscription offer from a retailer where consumers frequently buy. We show that secure personal attachment, via the more relation-specific consumer attachment, affects attitude towards adoption of an online retailer’s subscription service. Attitudes towards adoption are further influenced by utilitarian and hedonic motivations. To address adoption on the brand level, we expose participants to a specific hypothetical FMCG subscription offer from a brand that consumers frequently buy. We identify an influence of satisfaction on brand attachment which in turn influences consumers’ attitude towards adoption. This work advances theory on subscription adoption and is the first to explain it from an attachment theory perspective. In doing so, it holds important theoretical and managerial implications. On a general level, we recommend online retailers offering subscriptions to identify securely personal attached consumer segments, as they are prone to form social bonds. These consumers score high on secure consumer attachment and, thus, are more prone to adopt subscription offers. On the brand level, we identify brand satisfaction as a critical driver for brand attachment. We find that customers that are highly satisfied with and attached to a brand are likely to adopt a subscription offering. Therefore, we encourage managers to create brands that people adore (as indicated by brand attachment) and foster satisfaction to successfully offer subscriptions.