Antecedents of retention: digital subscription perspectives of Generation Z

Purpose As an innovative business-driven solution within the contemporary digital industry, successful subscription retention requires a continuous focus on delivering value to subscribers and maintaining a strong relationship with them over time to stay competitive in fast growing digital business environment. The aim of this research is to comprehensively understand the digital subscription retention antecedents among Generation Z. Design/methodology/approach A survey was conducted among 385 Generation Z respondents using digital subscription platforms and representing various countries, most of which are European: Portugal is the most represented (20.5%), followed by Poland (17.4%) and Lithuania (14.0%). The research hypotheses were tested using correlation and linear regression analysis. Findings The findings demonstrate positive relationships between social media, performance expectancy, brand equity and Generation Z’s subscription retention decisions. Whereas close social environment shows only a moderate relationship with Generation Z subscription retention. This finding indicates that social media plays a more significant role for Generation Z subscription decisions than a close social environment. Originality/value The findings provide valuable insights for digital subscription-based business managers highlighting the importance of Generation Z customers’ preferences to encourage the subscription retention. Moreover, taking into consideration increasing digital subscription market and shortage of studies in the field, a comprehensive understanding of Generation Z perception and behavior within digital subscription-based businesses’ landscape is needed.