구독기반 디지털 콘텐츠서비스에 대한 지속적 이용의도에 관한 연구: MZ 세대를 중심으로

초록

Research Purpose: The purpose of this study is to analyze the causal relationship between various benefit factors and sacrifice factors in the sustained intention to use digital content subscription services, considering the characteristics of digital content subscription services. Research Methods: To validate the research hypothesis, an empirical analysis was conducted using structural equation modeling. Results in Research: According to the analysis results, the factors contributing to the sustained intention to use digital content were found to be enjoyment (40.8%), ease of use (26.4%), usefulness (23.4%), and perceived cost (17.5%), in that order. However, perceived risk was not found to be statistically significant. Research Conclusion: In digital content subscription services, the MZ generation prefers continuous usage by emphasizing new experiences and enjoyment. To achieve this, personalized recommendations based on user preferences are crucial, and providing fresh and unique enjoyment is essential to evoke customer expectations. Suggestions in Research: This study seeks to identify key factors to be considered for attracting customers and aims to contribute insights to academia and industry by deriving implications from its findings.

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