Factors Affecting Satisfaction and Sustainability of Subscription Economy Services

The purpose of this study is to empirically analyze the relationship between the satisfaction of subscription economy services and the intention to continue using them. With the recent spread of the consumer-centered digital consumption environment, the growth of subscription-based content platforms such as OTT (Over The Top) services is remarkable. Accordingly, companies need to focus on service quality factors that can induce users to continue using, going beyond simply inducing subscription. we analyzed how they affect user satisfaction with subscription services, especially focusing on the four factors: usefulness, economy, convenience, and diversity, and further empirically examined the effect of this satisfaction on continuous use. Data were collected through research models and surveys constructed based on previous studies, and the subjects of the study were consumers in their 20s and 30s with experience in using subscription economic services. The study established a total of five hypotheses (H1-H5) and verified the hypotheses using statistical analysis tools such as SPSS and SmartPLS. As a result of the analysis, usability, convenience, diversity, and economy all had a significant positive (+) effect on the satisfaction of the subscription service, and satisfaction was also found to be a variable that significantly influenced the intention to continue using. Through this, it was confirmed that the core quality factors of the subscription economy service had a decisive effect on the actual consumer's behavioral intention. This study provides practical implications for companies operating OTT platforms and subscription content services to establish consumer retention strategies and establish service improvement directions for sustainable growth. It can also be used as a basis for re-emphasizing the importance of user experience-based design throughout the subscription economy industry.