Investigating the Factors of Subscribe Behaviors

Investigating the Factors of Subscribe Behaviors

梁麗明(Olivia Wijaya)

指導教授 ： 陳怡穆

義守大學/管理學院/企業管理學系/碩士(2021年)

摘要

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關鍵字

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並列摘要

This study aimed to determine the effect of inertia, variety-seeking, and long-term orientation on subscribe behavior directly and indirectly by using risk-taking as the mediation. This study was conducted in Indonesia healthy food industry. Using convenience sampling method that consist of 250 respondents who usually used the subscribe service or intent to used it. Data was collected through a well-structured questionnaire and analyzed through multiple regression analysis. Research findings indicate that inertia have negatively relations with risk-taking as the mediation, however inertia have positive direct relations towards subscribe behavior. Thus, variety-seeking, long-term orientation, and risk-taking have positive and significant relations towards subscribe behavior.

並列關鍵字

Inertia ； Variety-seeking ； Long-term orientation ； Risk-taking ； Subscribe behavior ； Healthy food

參考文獻

Ajzen, I., and Fishbein, M. (2005). The influence of attitudes on behavior.

Andersen, S., et al. (2016). Once Bitten, Twice shy: The Role of Inertia and Personal Experiences in Risk Taking.

Baron, R. M., and Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182.

Belch, G.E., & Belch, M.A. (2001). An integrated Marketing Communications Perspective 5th edition. Boston: Irwin/McGraw-Hill.

Bischof, S. F. Böttger, T., Rudolph, T. (2017). Cautiousness Caps Curiosity: The Influence of Risk on Attitude towards Product Subscription Models, in: European Marketing Association 46th Annual Conference, May 23–26, Groningen, Netherlands.