The Effect of eBook Subscription Service on Perceived Value and Behavioral Intention

This study examines how the characteristics of ebook subscription service affect consumers&quot perceived value and behavioral intention. And it was verified whether the perceived value plays a mediating role between the characteristics of the ebook subscription service and the behavioral intention. In addition, it was verified whether there is a moderating effect of self-efficacy between ebook subscription service characteristics and perceived value. Data collection was conducted by requesting Embrain Research from May 10 to 15, 2022 for users with ebook subscription experience. A total of 318 questionnaires collected were used for the final analysis. The analysis results are as follows. First, it was found that content characteristics have a positive effect on both functional and emotional values. Personalization characteristic had a positive effect on emotional value, but functional value was not significant. Second, both functional and emotional values had a positive effect on subscription loyalty, but termination intention was rejected. Third, as a result of the mediating effect test, the perceived value was partially mediated between the characteristics of ebook subscription service and subscription loyalty. And only emotional value partially mediated the relationship between personalization characteristics and subscription loyalty.