"Determinants of Consumer Adoption, Satisfaction and Continuance Intention Towards Subscription-Based Products and Services: A Study of Consumers in Bangalore City"

Abstract

The study examined the factors influencing consumer adoption, satisfaction and continuance intention towards subscription-based products and services. The growth of the subscription economy transformed traditional purchasing practices by providing consumers with continuous access to products and services through recurring payment models. The study adopted a descriptive and analytical research design, and primary data were collected from 300 respondents in Bangalore City through a structured questionnaire using convenience sampling. The study considered different subscription categories, including OTT and video streaming platforms, music and entertainment applications, food and grocery services, software and cloud services, and fitness and wellness subscriptions. Percentage analysis and multiple regression analysis were employed to analyse the collected data using SPSS. The findings revealed that perceived value, pricing, convenience and trust had a significant influence on consumer adoption and satisfaction, with perceived value emerging as the strongest influencing factor (β = 0.312). The study further established that consumer satisfaction and service experience significantly influenced subscription renewal and continuance intention, with consumer satisfaction recording the highest influence (β = 0.472). Both null hypotheses were rejected based on the illustrative statistical results. The study concluded that perceived value, affordable pricing, convenience, consumer trust and positive service experience played important roles in encouraging subscription adoption, satisfaction and long-term customer retention. The study suggested that subscription service providers should focus on improving service quality, introducing flexible pricing strategies, strengthening consumer trust and developing effective customer retention practices.