A STUDY ON THE IMPACT OF SUBSCRIPTION-BASED MODELS ON CONSUMER BUYING BEHAVIOUR WITH RESPECT TO E-COMMERCE PLATFORMS
DOI:
https://doi.org/10.55829/ijmpr.v4i1.249Keywords:
Subscription Services, Consumer Behaviour, E-commerce, Customer Loyalty, Service Quality.Abstract
Subscription services have transformed the e-commerce landscape from its early origins to a $196.35 billion industry, providing benefits such as convenience and predictable revenue streams. This study examines the impact of subscription-based models on consumer buying behaviour within the e-commerce sector, focusing on factors influencing adoption, customer loyalty, and satisfaction. Employing a descriptive research design with a sample of 206 respondents from Ahmedabad, the study utilized non-parametric statistical methods due to non- normal data distribution. The findings reveal a significant relationship between subscription duration and overall spending, a strong correlation between consumer satisfaction and loyalty, and a notable impact of perceived service quality on subscription continuation. These insights highlight the critical role of high service quality in retaining and expanding subscription bases and offer practical recommendations for businesses to optimize their subscription models. Future research should explore a broader range of e-commerce platforms and diverse consumer demographics to enhance understanding of subscription dynamics.
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