ScholarWorks@숙명여자대학교

초록

Purpose: To examine the impact of the subscription service selection attributes on subscription behavior and consumer dietary competence through structural equation modeling. Methods: This study conducted a survey targeting adult consumers aged 20 to 59 from December 4th to 7th, 2023. Two hundred and forty-one valid responses were analyzed using the SPSS statistical program. The data reliability was confirmed using Cronbach’s alpha coefficient. The hypotheses were verified by performing path analysis through structural equation modeling with the AMOS statistical program. Results: An examination of the influence of the selection attributes on the subscription behavior showed that utility had a positive (+) effect on the intention to make an ongoing subscription. The subscription behavior did not significantly influence consumer competency. Regarding the impact of the selection attributes on consumer dietary competence, financial literacy had a negative (−) effect on safety practice competence and environmental practice competence, while reliability showed a significant negative (−) effect on all competencies, and utility had a positive (+) effect. Conclusion: This paper provides foundational strategies for companies offering food subscription services to enhance and advance their services by considering consumer competency based on their service selection attributes.

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