Why do customers cancel the e-commerce membership service? Based on Amazon Prime전자상거래 구독 서비스 탈퇴 요인 분석: 아마존 프라임을 중심으로

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The article examines the drivers of switching behavior in the context of e-commerce subscription service, which is becoming a key area of online retail services. This study adopted the Push-pull-mooring (PPM) framework to understand consumers’ withdrawal behavior. Structural equation modeling analysis was performed on data from 199 users of the Amazon Prime membership service. The results highlight that push factors (low frequency of online shopping, dissatisfaction, little benefits on membership service) and mooring factors (inertia, service overlap) have a significant direct impact on withdrawal decision making. However, the pull factor (threshold of free shipping) has an insignificant effect. This result could infer that consumers consider overall membership benefits rather than focus on top priorities such as free shipping when deciding to withdraw the membership services. Theoretical and managerial implications are also discussed.
Advisors
Zo, Hangjungresearcher조항정researcher
Description
한국과학기술원 :기술경영학부,
Publisher
한국과학기술원
Issue Date
2021
Identifier
325007
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 기술경영학부, 2021.8,[iv, 35 p. :]

Keywords

E-commerce▼aE-commerce membership▼aSubscription services▼aPush-pull-mooring (PPM) framework▼awithdrawal the membership; 이커머스▼a이커머스 멤버십 서비스▼a구독 서비스▼aPPM 모델▼a멤버십 탈퇴 요인

URI
http://hdl.handle.net/10203/295075
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=963556&flag=dissertation
Appears in Collection
MG-Theses_Master(석사논문)
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