A Study of meta-UTAUT and Flow Theory : Focused on Subscription Economy Online Platform

This study aims to explore the potential for an integrated model to decipher consumer behavior, leveraging meta-Unified Theory of Acceptance and Use of Technology (meta-UTAUT) and Flow Theory from technological, psychological, and experiential viewpoints. Building on this, the research endeavors to offer valuable academic and practical insights pertinent to the distribution industry. We conducted a survey among subscribers to Coupang's ‘Rocket Wow’ subscription service in South Korea. The proposed research hypotheses were rigorously tested using Covariance-Based Structural Equation Modeling (CB-SEM). For our measurement instruments, four factors— Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions—were categorized as sub-dimensions of technology acceptance. Meanwhile, Flow was operationalized through Playfulness and Personal Innovativeness, with Positive Subjective Experience also included in the analytical framework. The principal findings from this investigation are multifaceted: First, within the realm of consumer technology acceptance, both Social Influence and Facilitating Conditions demonstrated a significant positive impact on Attitude towards Platform Use. Second, our examination of consumer flow revealed that Playfulness and Personal Innovativeness positively influenced Positive Subjective Experience. Third, consumers’ Positive Subjective Experience was found to exert a positive effect on their Attitude towards Platform Use. Fourth, both Attitude towards Platform Use and Positive Subjective Experience emerged as distinct positive predictors of Behavioral Intention. Academically, this study validates the effectiveness of integrating meta-UTAUT and Flow Theory. This integration allows for a comprehensive understanding of the complex relationships between consumer behavior and various technological, psychological, and experiential factors. Practically, the findings underscore a crucial implication: the continuous development of new services and the integrated provision of subscription offerings, such as membership, food delivery, and OTT services, especially when combined with AI-based recommendation systems, are indispensable for the survival, growth, and ultimate success of the current Subscription Economy Online Platform business model.