A Study on the Effect of Food Subscription Service Selection Attributes, Safety Perception, Consumer Knowledge on Satisfaction and Continuous Usage Intention

Due to the growth of subscription services with rapid spread of non-face-to-face culture, food subscription services have grown steadily. However, research on food subscription services in comparison with research on subscription services in other industries is limited. In particular, factors affecting satisfaction with food subscription services and continuous usage intentions remain unknown. Thus, in-depth research was conducted in this study. Main research results are as follows. First, among variables related to the theory of planned behavior for food subscription services, attitude had a positive effect on satisfaction. Second, among selection attributes of food subscription services, convenience and reliability were attributes that positively affected satisfaction. Third, it was verified that the level of consumer knowledge regarding food subscription services had a positive effect on satisfaction. Finally, it was verified that satisfaction with food subscription services had a positive effect on continuous usage intention.