Exploring Croatian Consumer Adoption of Subscription-Based E-Commerce for Business Innovation

Maja Martinović (), Roko Barać and Hrvoje Maljak
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Maja Martinović: Zagreb School of Economics and Management, Filipa Vukasovića 1, 10 000 Zagreb, Croatia
Roko Barać: Zagreb School of Economics and Management, Filipa Vukasovića 1, 10 000 Zagreb, Croatia
Hrvoje Maljak: Zagreb School of Economics and Management, Filipa Vukasovića 1, 10 000 Zagreb, Croatia

Administrative Sciences, 2024, vol. 14, issue 7, 1-21

Abstract: This paper investigates the impact of four demographic variables and four perceptual drivers identified through a review of the existing literature on adopting subscription-based e-commerce models. Seven hypotheses were tested on a convenience sample of 202 respondents from Croatia. Significant differences in subscription model acceptance were observed across age groups, while education level, employment status, and disposable income showed no significant relation to subscription model adoption in Croatia, although studies in other countries have indicated otherwise. This study also examined four factors (perceived trust, risk, usefulness, and ease of use) described with 21 critical success dimensions. The results showed positive relationships with perceived trust, usefulness, and ease of use and a negative relationship with perceived risk. Enhancing trust, usefulness, and ease of use while reducing perceived risks can boost subscription-based e-commerce adoption. Significant differences in perceived trust, risk, and usefulness were found between users of multiple products/services and non-users but not in perceived ease of use. These findings provide valuable insights for future scientific research on subscription-based models, given their growing popularity in e-commerce and the limited existing research. Additionally, this paper offers practical implications for businesses by enhancing their understanding of customers and the Croatian e-commerce market and by proposing innovative strategies and promotional approaches based on the research outcomes.

Keywords: subscription-based models; e-commerce; consumer behavior; demographic factors; perceptual drivers; innovative business strategies; Croatia (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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