Replenishment subscription services : the impact of product satisfaction, awareness, and perception on consumers’ intention to subscribe
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/29212 |
Resumo: | For the last five years, subscription e-commerce has grown by over 100% p.a. in the US – presenting a fast-growing channel of purchasing online. FMCG companies can increase revenue streams by offering products through a Replenishment Subscription Service (RSS). RSS offers grocery and commodity products via automated, periodic deliveries which save consumers time and effort. Quantitative research surrounding RSS has remained scarce which results in identifying two research needs: Understand consumers’ decision process to subscribe to RSS by lending a framework for innovation adoption, which includes the revised stages of awareness, perception, and intention to subscribe. Analyze product requirements since it is questioned if consumers, who are satisfied with their current product choice, are more likely to subscribe and hence, repurchase their products through RSS? Therefore, the study equates a standard repurchase process triggered by satisfaction with the periodic purchase through RSS. The goal was to study the impact of product satisfaction, awareness, and perception about RSS on consumers’ intention to subscribe. Consumers’ level of product satisfaction about RSS significantly impacts the intention to subscribe. Perception about advantages, ease of use and, compatibility with shopping habits were positive indicators for subscribing. Consumers’ overall perception fully mediates the relationship of awareness and partially mediates the relationship of product satisfaction on the intention to subscribe to RSS. Building on findings, the paper gives implications and recommendations for companies to market RSS with its products and, to target consumers in an appropriate way to increase subscription rates. |
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Replenishment subscription services : the impact of product satisfaction, awareness, and perception on consumers’ intention to subscribeSubscription servicesReplenishmentGrocery automatingIntention to subscribeSatisfactionAwarenessPerceptionMediator modelServiços de subscriçãoReabastecimentoAutomatização de merceariasIntenção de subscriçãoSatisfaçãoSensibilizaçãoPercepçãoModelo mediadorDomínio/Área Científica::Ciências Sociais::Economia e GestãoFor the last five years, subscription e-commerce has grown by over 100% p.a. in the US – presenting a fast-growing channel of purchasing online. FMCG companies can increase revenue streams by offering products through a Replenishment Subscription Service (RSS). RSS offers grocery and commodity products via automated, periodic deliveries which save consumers time and effort. Quantitative research surrounding RSS has remained scarce which results in identifying two research needs: Understand consumers’ decision process to subscribe to RSS by lending a framework for innovation adoption, which includes the revised stages of awareness, perception, and intention to subscribe. Analyze product requirements since it is questioned if consumers, who are satisfied with their current product choice, are more likely to subscribe and hence, repurchase their products through RSS? Therefore, the study equates a standard repurchase process triggered by satisfaction with the periodic purchase through RSS. The goal was to study the impact of product satisfaction, awareness, and perception about RSS on consumers’ intention to subscribe. Consumers’ level of product satisfaction about RSS significantly impacts the intention to subscribe. Perception about advantages, ease of use and, compatibility with shopping habits were positive indicators for subscribing. Consumers’ overall perception fully mediates the relationship of awareness and partially mediates the relationship of product satisfaction on the intention to subscribe to RSS. Building on findings, the paper gives implications and recommendations for companies to market RSS with its products and, to target consumers in an appropriate way to increase subscription rates.Nos últimos cinco anos, a subscrição do comércio eletrônico cresceu mais de 100% a.a. nos EUA - apresentando um canal de compras online em rápido crescimento. Empresas de FMCG podem aumentar fluxos de receita oferecendo produtos através de um Serviço de Subscrição de Reabastecimento (RSS). RSS oferece produtos de mercearia e mercadorias através de entregas automatizadas e periódicas poupando tempo e esforço aos consumidores. A pesquisa quantitativa do RSS permanece escassa. Foi identificada a necessidade de compreender o processo decisivo de subscrição do RSS dos consumidores. Isto foi analisado através do empréstimo de uma estrutura para adoção da inovação, incluindo etapas revisadas de conscientização, percepção e intenção de assinar. Surgiu a necessidade de analisar requisitos dos produtos, questionando se os consumidores, satisfeitos com a escolha atual, estão mais propensos a assinar e, portanto, recomprar através de RSS? Então, o estudo equacionou um processo de recompra padrão desencadeado pela satisfação da compra periódica via RSS. O objetivo foi estudar o impacto da satisfação, conscientização e percepção sobre o RSS na intenção de assinar. O nível de satisfação em relação ao RSS impactou significativamente a intenção de assinar. A percepção sobre vantagens, facilidade de uso e compatibilidade com hábitos de compra foi positiva, indicador de adesão. Consequentemente, a percepção dos consumidores mediou totalmente a relação de conscientização e parcialmente na satisfação na intenção de assinar o RSS. Baseado nos resultados, o artigo dá implicações e recomendações para empresas comercializarem RSS e, para atingir os consumidores adequadamente para aumentar as taxas de assinatura.Romeiro, Paulo Alexandre Mendes RamosVeritati - Repositório Institucional da Universidade Católica PortuguesaStahuber, Franziska Katharina2020-01-13T14:57:09Z2019-07-0120192019-07-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/29212TID:202271358enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:34:45Zoai:repositorio.ucp.pt:10400.14/29212Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:23:27.249334Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Replenishment subscription services : the impact of product satisfaction, awareness, and perception on consumers’ intention to subscribe |
title |
Replenishment subscription services : the impact of product satisfaction, awareness, and perception on consumers’ intention to subscribe |
spellingShingle |
Replenishment subscription services : the impact of product satisfaction, awareness, and perception on consumers’ intention to subscribe Stahuber, Franziska Katharina Subscription services Replenishment Grocery automating Intention to subscribe Satisfaction Awareness Perception Mediator model Serviços de subscrição Reabastecimento Automatização de mercearias Intenção de subscrição Satisfação Sensibilização Percepção Modelo mediador Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Replenishment subscription services : the impact of product satisfaction, awareness, and perception on consumers’ intention to subscribe |
title_full |
Replenishment subscription services : the impact of product satisfaction, awareness, and perception on consumers’ intention to subscribe |
title_fullStr |
Replenishment subscription services : the impact of product satisfaction, awareness, and perception on consumers’ intention to subscribe |
title_full_unstemmed |
Replenishment subscription services : the impact of product satisfaction, awareness, and perception on consumers’ intention to subscribe |
title_sort |
Replenishment subscription services : the impact of product satisfaction, awareness, and perception on consumers’ intention to subscribe |
author |
Stahuber, Franziska Katharina |
author_facet |
Stahuber, Franziska Katharina |
author_role |
author |
dc.contributor.none.fl_str_mv |
Romeiro, Paulo Alexandre Mendes Ramos Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Stahuber, Franziska Katharina |
dc.subject.por.fl_str_mv |
Subscription services Replenishment Grocery automating Intention to subscribe Satisfaction Awareness Perception Mediator model Serviços de subscrição Reabastecimento Automatização de mercearias Intenção de subscrição Satisfação Sensibilização Percepção Modelo mediador Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Subscription services Replenishment Grocery automating Intention to subscribe Satisfaction Awareness Perception Mediator model Serviços de subscrição Reabastecimento Automatização de mercearias Intenção de subscrição Satisfação Sensibilização Percepção Modelo mediador Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
For the last five years, subscription e-commerce has grown by over 100% p.a. in the US – presenting a fast-growing channel of purchasing online. FMCG companies can increase revenue streams by offering products through a Replenishment Subscription Service (RSS). RSS offers grocery and commodity products via automated, periodic deliveries which save consumers time and effort. Quantitative research surrounding RSS has remained scarce which results in identifying two research needs: Understand consumers’ decision process to subscribe to RSS by lending a framework for innovation adoption, which includes the revised stages of awareness, perception, and intention to subscribe. Analyze product requirements since it is questioned if consumers, who are satisfied with their current product choice, are more likely to subscribe and hence, repurchase their products through RSS? Therefore, the study equates a standard repurchase process triggered by satisfaction with the periodic purchase through RSS. The goal was to study the impact of product satisfaction, awareness, and perception about RSS on consumers’ intention to subscribe. Consumers’ level of product satisfaction about RSS significantly impacts the intention to subscribe. Perception about advantages, ease of use and, compatibility with shopping habits were positive indicators for subscribing. Consumers’ overall perception fully mediates the relationship of awareness and partially mediates the relationship of product satisfaction on the intention to subscribe to RSS. Building on findings, the paper gives implications and recommendations for companies to market RSS with its products and, to target consumers in an appropriate way to increase subscription rates. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-07-01 2019 2019-07-01T00:00:00Z 2020-01-13T14:57:09Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
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http://hdl.handle.net/10400.14/29212 TID:202271358 |
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http://hdl.handle.net/10400.14/29212 |
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TID:202271358 |
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eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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