A Study on the Effect of Regular Subscribing on Consumer Satisfaction and Loyalty - Focusing on Curation -

Although many studies have been conducted on online shopping and social commerce, empirical studies on the use of regular subscription services based on the characteristics of Curation commerce have not been properly dealt with. As a result, in order to build a successful model for the rapidly changing regular subscription service, we intend to derive the characteristics of Curation commerce as a success factor for regular subscription, identify the impact on loyalty through consumer satisfaction, and verify the moderating effect on household shape and consumer product knowledge.<br/> Based on the theoretical background, the Curation commerce characteristics and sub-factors of independent variables were derived as product recommendation, regular delivery, lucky bag, on-site convenience, and 'price discount, and loyalty was set as dependent variables. In addition, a research model was derived by selecting Type of family and consumer product knowledge as moderating effect.<br/> The research results proved that product recommendations, lucky bags, site convenience, and price discounts affect satisfaction. Consumers have been shown to react and act sensitively to certain products. Also, it was found that consumers' high product knowledge affects satisfaction. Therefore, in order to increase the effectiveness of online community operation and consumer communication, it is thought that consumers' satisfaction can be increased by constructing various strategies that provide usage and product education to consumers.