Ma ino ić, Maja; Ba ać, Roko; Maljak, H oje
A icle
Explo ing C oa ian consume adop ion o subsc ip ion-
based e-comme ce o business inno a ion
Adminis a i e Sciences
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Sugges ed Ci a ion: Ma ino ić, Maja; Ba ać, Roko; Maljak, H oje (2024) : Explo ing C oa ian
consume adop ion o subsc ip ion-based e-comme ce o business inno a ion, Adminis a i e
Sciences, ISSN 2076-3387, MDPI, Basel, Vol. 14, Iss. 7, pp. 1-21,
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Ci a ion: Ma ino i´c, Maja, Roko
Ba a´c, and H oje Maljak. 2024.
Explo ing C oa ian Consume
Adop ion o Subsc ip ion-Based
E-Comme ce o Business Inno a ion.
Adminis a i e Sciences 14: 149.
h ps://doi.o g/10.3390/
admsci14070149
Recei ed: 11 June 2024
Re ised: 10 July 2024
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adminis a i e
sciences
A icle
Explo ing C oa ian Consume Adop ion o Subsc ip ion-Based
E-Comme ce o Business Inno a ion
Maja Ma ino i´c * , Roko Ba a´c and H oje Maljak
Zag eb School o Economics and Managemen , Filipa Vukaso i´ca 1, 10 000 Zag eb, C oa ia;
[email p o ec ed] (R.B.); [email p o ec ed] (H.M.)
*Co espondence: [email p o ec ed]
Abs ac : This pape in es iga es he impac o ou demog aphic a iables and ou pe cep-
ual d i e s iden i ied h ough a e iew o he exis ing li e a u e on adop ing subsc ip ion-based
e-comme ce models. Se en hypo heses we e es ed on a con enience sample o 202 esponden s
om C oa ia. Signi ican di e ences in subsc ip ion model accep ance we e obse ed ac oss age
g oups, while educa ion le el, employmen s a us, and disposable income showed no signi ican
ela ion o subsc ip ion model adop ion in C oa ia, al hough s udies in o he coun ies ha e indica ed
o he wise. This s udy also examined ou ac o s (pe cei ed us , isk, use ulness, and ease o use) de-
sc ibed wi h 21 c i ical success dimensions. The esul s showed posi i e ela ionships wi h pe cei ed
us , use ulness, and ease o use and a nega i e ela ionship wi h pe cei ed isk. Enhancing us ,
use ulness, and ease o use while educing pe cei ed isks can boos subsc ip ion-based e-comme ce
adop ion. Signi ican di e ences in pe cei ed us , isk, and use ulness we e ound be ween use s o
mul iple p oduc s/se ices and non-use s bu no in pe cei ed ease o use. These indings p o ide
aluable insigh s o u u e scien i ic esea ch on subsc ip ion-based models, gi en hei g owing
popula i y in e-comme ce and he limi ed exis ing esea ch. Addi ionally, his pape o e s p ac i-
cal implica ions o businesses by enhancing hei unde s anding o cus ome s and he C oa ian
e-comme ce ma ke and by p oposing inno a i e s a egies and p omo ional app oaches based on
he esea ch ou comes.
Keywo ds: subsc ip ion-based models; e-comme ce; consume beha io ; demog aphic ac o s;
pe cep ual d i e s; inno a i e business s a egies; C oa ia
1. In oduc ion
Ou e iew o he exis ing li e a u e con ains nume ous insigh s om au ho s ela ed
o demog aphic and pe cep ual d i e s ha could po en ially in luence he adop ion
o subsc ip ion-based e-comme ce models, which is he opic o his pape . Howe e ,
li le esea ch has ocused on eme ging ma ke s in Eu ope, pa icula ly he ela ionship
be ween a ious ac o s and subsc ip ion in en ions among cus ome s in Cen al and
Eas e n Eu ope (Sadowski e al. 2021), which also applies o C oa ia. Al hough da a indica e
po en ial o e-comme ce sales in he C oa ian ma ke , he e is a lack o academic li e a u e
on cus ome su ey insigh s ega ding C oa ian cus ome s’ engagemen and a i udes
owa d online subsc ip ions.
Mos C oa ian media publishe s began in oducing digi al subsc ip ions in 2021,
and by 2023, hey had a ac ed 30,500 subsc ibe s, gene a ing subsc ip ion e enue o
1.5 million eu os and a qua e ly g ow h a e o 9% (HUDI 2023). Acco ding o he esul s
o a s udy by he C oa ian Associa ion o Digi al Publishe s (HUDI 2024) conduc ed in
he i s qua e o 2024, subsc ip ions o digi al se ices in C oa ia ha e expe ienced
excep ional g ow h in he pas six mon hs, wi h he numbe o subsc ip ions o C oa ian
po als now eaching 43,000. This g ow h indica es signi ican changes in consume habi s
and p e e ences. Cu en ly, C oa ia’s leading subsc ip ion business model is eemium,
Adm. Sci. 2024,14, 149. h ps://doi.o g/10.3390/admsci14070149 h ps://www.mdpi.com/jou nal/admsci
Adm. Sci. 2024,14, 149 2 o 21
whe e pa o he con en is locked while he es is “ ee.” To make digi al subsc ip ions
sus ainable, u he inno a ions and be e adap a ions a e needed. Op imizing he business
model, inc easing e enue, and imp o ing use expe ience a e key s a egies o achie e his
(HUDI 2023). A ecen Ampe e Analy ics epo shows a 16% inc ease in s eaming se ice
subsc ip ions in C oa ia o e he pas yea , eaching 628,000 subsc ibe s (
HUDI 2024
).
The o e all po en ial o subsc ip ions is also indica ed by o he da a.
As o ea ly 2022, C oa ia had an 82% in e ne pene a ion a e, ma king an inc ease o
1.9% om he p e ious yea (Kemp 2022). Mo eo e , a ound 2.9 million C oa ians used
social media in Janua y 2022, ep esen ing abou 71.2% o he popula ion. In 2022, C oa ia
expe ienced a no able eal GDP g ow h o 6.2%, p ima ily d i en by p i a e consump ion
(EU Commission 2023), much o which likely occu ed online. Acco ding o a Heu eka
G oup (2022) su ey, abou 68% o C oa ian consume s shopped online a leas once a
mon h, wi h an a e age pu chase amoun o 83 eu os. The sha e o C oa ian en e p ises
engaging in B2C e-comme ce ia websi es inc eased om 11.1% in 2013 o 19.2% in 2022.
B2B and B2G e-comme ce sales peaked in 2020, and he e has been consis en g ow h ac oss
all sec o s o e he pas decade, sugges ing u he po en ial o p og ess and enhance-
men in hese a eas (S a is a 2023). The s a is ics show ha C oa ia has ecen ly become
an inc easingly a ac i e ma ke o e-comme ce and po en ial business inno a ions in
any aspec , including subsc ip ion-based models. The inc easing digi al li e acy among
he C oa ian popula ion signi ican ly enhances his segmen ’s po en ial o business inno-
a ion. Acco ding o he Digi al Economy and Socie y Index published by he Eu opean
Commission, C oa ia ose om 16 h o 9 h place in he EU in 2022 o digi al skills essen ial
o accessing he oppo uni ies o he digi al socie y (Poslo ni dne nik 2023).
Rega ding subsc ip ion-based models, i is signi ican o conside da a on how many
use s po en ially illegally download con en because pi acy can a ec he numbe o
subsc ibe s o hei e en ion. A ecen EU-wide su ey (Gu mann 2023b) on young
people’s online habi s ela ed o in ellec ual p ope y shows a decline in he accessing o
illegal digi al media con en among you hs. Conduc ed e e y h ee yea s, he su ey ound
ha he pe cen age o esponden s abs aining om illegal con en ose om 39% in 2016 o
60% in 2022. Awa eness o in ellec ual p ope y igh s online inc eased, wi h unce ain y
abou accessing illegal con en d opping om 22% in 2016 o jus 7% in 2022. The p opo ion
accessing con en illegally by acciden emained a ound 12%, while in en ional access
dec eased om 26% in 2016 o 21% in 2022. The s a is ics o C oa ia s ill show a ela i ely
high p opo ion (28%) o young in e ne use s who consciously use illegal means o access
a ious online con en . In compa ison, in Ge many, only 12% o young people eso o
illegal sou ces, a ibu ed o s ic e laws (Gu mann 2023a).
Global T ends and Insigh s
O e he pas decade, he subsc ip ion economy has apidly g own, wi h businesses
and consume s p e e ing subsc ip ion se ices o e one- ime pu chases ac oss a ious
indus ies. This end highligh s a shi owa ds access o e owne ship. Subsc ip ion-based
models in ol e egula paymen s o con inuous access o p oduc s o se ices, including
subsc ip ion-based e-comme ce, whe e cus ome s subsc ibe o ecei e p oduc s egula ly
(Baek and Kim 2022). The e-comme ce sec o also has unde gone conside able g ow h in
ecen yea s. Acco ding o Cox (2024), global e-comme ce sales a e p ojec ed o inc ease
by 9.8% by he end o 2024, eaching a ma ke alue o USD 6.9 illion. In 2023, China
main ained i s posi ion as he wo ld’s la ges e-comme ce ma ke , wi h sales o aling USD
3.023 billion, ep esen ing nea ly a qua e o global e-comme ce (Obe lo 2024). The U.S.
is he second-la ges ma ke , gene a ing USD 1.163 billion in e enue in 2023. Amazon
leads in global online ma ke place isi s wi h 6.1 billion in Decembe 2023, bu i anks
hi d in g oss me chandise alue (GMV) behind China’s Taobao and Tmall, ope a ed
by Alibaba G oup ( an Gelde 2024). Following he U.S. in ma ke size a e he Uni ed
Kingdom (USD 196 billion), Japan (USD 193.4 billion), and Sou h Ko ea (USD 147.4 billion)
(Obe lo 2024).
Adm. Sci. 2024,14, 149 3 o 21
The ise o e-comme ce can be a ibu ed o echnological ad ancemen s, changing
cus ome p e e ences, and he ease o online shopping. Nea ly wo- hi ds o shopping s a s
online, wi h nea ly hal o consume s p e e ing mobile shopping (Mohsin 2023). Digi al
and mobile walle s a e he a o ed paymen me hod o 49% o online shoppe s globally
(Mohsin 2023). By la e 2023, sma phones accoun ed o nea ly 80% o global e ail websi e
isi s and d o e mos online o de s compa ed o desk ops and able s ( an Gelde 2024).
Smalle e-comme ce businesses ace he challenge o mee ing ising cus ome expec a-
ions. B andl (2022) emphasizes he need o seamless, pe sonalized buying expe iences,
including moni o ing pu chases, mul i-pla o m pu chasing, and eal- ime o de upda es.
To compe e, businesses mus an icipa e and exceed consume demands, ma ching o
su passing he s anda ds se by la ge compe i o s. Howe e , hese needs ha e helped
subsc ip ion-based e-comme ce o ha e i s own place among he g owing ends in 2023.
Riz a (2022) p ojec s subs an ial g ow h in he global subsc ip ion e-comme ce indus y,
om USD 72.91 billion in 2021 o an an icipa ed USD 320.04 billion by 2027, wi h an
imp essi e yea -on-yea g ow h a e exceeding 62%, as pe Mo do In elligence (2023)
da a. B andl (2022) highligh s he su ge o di ec - o-consume (D2C) b ands du ing he
pandemic due o supply chain dis up ions and e ail closu es. Accessible subsc ip ion
models ha e enabled D2C b ands o o e quali y p oduc s a compe i i e p ices, le e aging
in luence ma ke ing, con en s a egies, and pe sonaliza ion o a ac and e ain cus ome s
while os e ing online communi ies o collabo a i e p oduc de elopmen , despi e modes
ma ke ing budge s.
O e he pas h ee decades, he e-comme ce indus y has expe imen ed wi h subsc ip-
ion models o inno a ion. Se ice indus ies, pa icula ly so wa e and s eaming se ices,
ha e ansi ioned o online pla o ms, boos ing e enue h ough subsc ip ion-based billing
whe e cus ome s make ecu ing paymen s o con inuous access o p oduc s o se ices.
The subsc ip ion box model has e ol ed and di e si ied, adap ing o cus ome beha io
and p e e ences, o en highligh ing ou models: cu a ed collec ion subsc ip ions o e -
ing su p ise- hemed boxes cu a ed by expe s o in luence s; pe sonalized subsc ip ions
wi h cus omized con en s based on indi idual p e e ences using quizzes and eedback;
eplenishmen subsc ip ions p o iding egula deli e ies o essen ial i ems, ensu ing con-
sis en supply; and access subsc ip ions, o membe ships, o e ing exclusi e pe ks and
ea ly access o p oduc s (S ipe 2024). The subsc ip ion box ma ke , alued a a ound
USD 22.7 billion acco ding o Kuma (2022), is p ojec ed o each USD 65.0 billion by 2027,
showing a compound annual g ow h a e (CAGR) o app oxima ely 18.3% be ween 2022
and 2027.
Ba al (2022)
emphasizes ha he po en ial bene i s o he subsc ip ion model
om he business side a e nume ous.
Nume ous s udies ha e explo ed ac o s d i ing subsc ip ion pu chases and os e ing
long- e m loyal y. Chen e al. (2018) in es iga ed he easons behind adop ing wha hey
e m he “subsc ip ion li es yle”, p e alen in he s eaming, so wa e se ices, and con-
sume goods indus ies. F eed e al. (2022) examined he implica ions o he apid g ow h
in subsc ip ion-based comme ce on he global inancial indus y. Kim and Kim (2020)
del ed in o he mo i a ions o ini ial pu chases and he ac o s in luencing in en ions o
use ongoing subsc ip ion se ices. Cus ome s a e a ac ed o subsc ip ion p og ams o
unlimi ed access o a speci ic se ice o exclusi e access o p emium ea u es, in luencing
pu chases and engagemen . Subsc ip ion plans posi i ely impac buying beha io , inc eas-
ing ansac ion a es and he numbe o p oduc s bough (Iyenga e al. 2020). To sus ain
long- e m cus ome ela ionships, subsc ip ion businesses mus p o ide alue while consis-
en ly ensu ing p o i abili y. The s udy by Chen (2023) o e s aluable manage ial insigh s
o online con en pla o ms in o mula ing subsc ip ion- ee ial s a egies. Economic
challenges ha e posi ioned many D2C subsc ip ion se ices as luxu y i ems. Ba al (2022)
no es ha hese se ices a e inc easingly conside ed non-essen ial o la ish. To manage
chu n a es, businesses can enhance cus ome se ice, pe sonalize expe iences, and up-
da e hei o e ings. Ba al (2022) also ecommends ocusing on imp o ing he cus ome
expe ience and educing subsc ibe a igue o add ess sho - and mid e m ends.
Adm. Sci. 2024,14, 149 4 o 21
Unde s anding consume beha io in e-comme ce is c ucial o de eloping e ec i e
and mo e inno a i e s a egies o subsc ip ion-based model businesses in he C oa -
ian ma ke . A he beginning o his esea ch, a iables and ac o s ha could signi -
ican ly impac he adop ion o subsc ip ion-based e-comme ce models we e explo ed.
The e o e, he li e a u e e iew includes p e ious esea ch on consume demog aphic
da a, highligh ing age, educa ion, employmen , and income. I also conside s he impac o
consume us , pe cei ed isks, use ulness, and ease o use o subsc ip ion se ices. These
a iables and ac o s ha e been iden i ied as key elemen s in p e ious esea ch on he
same o simila opics in di e en coun ies. Based on p e ious esea ch, se en hypo heses
we e o mula ed and hen es ed on a sample o C oa ian consume s, seeking answe s
o he ollowing esea ch ques ions: 1. Wha is he ela ionship be ween he in en ion o
adop he subsc ip ion model among consume s in C oa ia and hei demog aphic ac o s,
such as age, employmen s a us, le el o educa ion, and le el o income?; and 2. Wha is
he co ela ion be ween subsc ip ion in en ion and pe cei ed ac o s, such as us , isk,
use ulness, and ease o use, and a e he e signi ican di e ences be ween speci ic g oups o
consume s in his ega d?
A e his in oduc ion, he li e a u e e iew discusses demog aphic in luences on
e-comme ce adop ion and he “common ac o s” in luencing po en ial engagemen wi h
e-comme ce subsc ip ion models. The esea ch me hodology is desc ibed i s , ollowed by
he esea ch esul s, including hypo hesis es ing, and hen he indings and conclusions.
The discussion a he end o he pape p esen s heo e ical implica ions, ecommenda ions
o i s p ac ical applica ion, including he esea ch limi a ions, and sugges ions o u he
esea ch on his opic.
2. Li e a u e Re iew
The impac o demog aphic ac o s on cus ome s’ online pu chasing decisions has
p o en signi ican o companies seeking be e ma ke and consume insigh s, and many
s udies ha e ocused on his opic. Sadowski e al. (2021) pe o med a longi udinal s udy o
e-comme ce di e si y in Eu ope, de ailing a ious demog aphic ac o s shaping consume
demand. Nase i and Ellio (2011) ha e also explo ed how demog aphic ac o s, social con-
nec edness, and p io in e ne expe ience in luence online shopping adop ion. The e o e,
he i s pa o his chap e ocuses on demog aphic segmen a ion.
2.1. Demog aphic In luences on E-Comme ce Adop ion
Eu os a (2023) p o ides a aluable example o acking ma ke demog aphics, show-
casing In e ne use s who made online pu chases o o de ed se ices o p i a e use based
on age and employmen s a us. Focusing on he Eu opean Union, he la ges g oup o online
cus ome s was be ween 25 and 34 yea s o age, wi h app oxima ely 87% o hem pu chasing
goods o se ices online, ollowed by adul s aged 35 o 44 yea s (a ound 84%), as well as
eenage s and young adul s be ween 16 and 24 yea s o age (abou 81%) (Eu os a 2023).
When i comes o he co ela ion be ween le el o educa ion and e-comme ce ac i i y,
s a is ics show ha , in 2023, In e ne use s who bough o o de ed goods o se ices o
p i a e use we e 57% among hose who had no o low o mal educa ion backg ound,
75% among hose wi h a medium educa ion le el, and 88% among hose wi h a highe
educa ion backg ound (Eu os a 2023). Ün e and Alkan (2021) concluded ha he endency
owa d online shopping inc eases wi h highe educa ion le els, which a e also associa ed
wi h highe income and a g ea e pe cep ion o inno a ions, posi i ely in luencing online
shopping beha io s. Addi ionally, Sánchez-To es e al. (2017) ound ha educa ion le el
mode a es a ious aspec s o online shopping, such as pe o mance expec a ions and
pe cei ed isk. The esea che s sugges ed ha indi iduals wi h highe educa ion le els
ha e g ea e access o in o ma ion o online shopping, in luencing e o expec a ions and
ease o use and educing he pe cep ion o isk.
In C oa ia, online shopping pene a ion a ies signi ican ly by educa ional le el.
In 2022, 63% o hose wi h e ia y educa ion made online pu chases, compa ed o 34% wi h
Adm. Sci. 2024,14, 149 5 o 21
seconda y educa ion and jus 2% wi h a p ima y educa ion (Med e 2024a). Online shopping
is p edominan ly popula among younge C oa ians. In 2022, nea ly 70% o hose aged 18 o
35 we e online shoppe s, compa ed o only 10% o hose aged 51 o 65 and none abo e
65 yea s old (Med e 2024b).
Al hough he e a e no such s udies o C oa ia, in addi ion o age and educa ion,
au ho s om o he coun ies ha e highligh ed o he impo an a iables ha can a ec
consume s’ decisions o buy online subsc ip ions. I is emphasized ha employmen s a us
and disposable income le els, which may also indica e indi iduals’ li es yles, ha e an im-
pac (Naga aj e al. 2021). Unde s anding hese ac o s can p o ide aluable insigh s in o
he likelihood o ce ain g oups adop ing new o inno a i e p oduc s o se ices o e en
paymen app oaches. Resea ch on he e-comme ce ma ke in B i ain shows ha age and
income s a us emain signi ican de e minan s in luencing he adop ion o online comme ce
(Cla ke e al. 2015). Gende was no iden i ied as a signi ican ac o in his con ex o e-
comme ce cus ome s (Cla ke e al. 2015;Wei e al. 2021), so his a iable was no conside ed
when o mula ing he hypo heses.
All o he abo emen ioned s udies se ed as a ounda ion o o mula ing ou hy-
po heses aimed a a mo e de ailed explo a ion o he ela ionship be ween he demog aphic
cha ac e is ics o C oa ian consume s and hei willingness o adop a subsc ip ion-based
e-comme ce model:
H1. The p opo ions o C oa ian consume s who ha e adop ed o a e open o adop ing he subsc ip ion-
based e-comme ce model a y by age, wi h younge popula ions being mo e open due o g ea e
gene al echnology accep ance.
H2. The p opo ions o C oa ian consume s who ha e adop ed o a e open o adop ing he subsc ip ion-
based e-comme ce model a y ac oss di e en educa ion le els and inc ease wi h highe educa ion le els.
H3. The p opo ions o C oa ian consume s who ha e adop ed o a e open o adop ing he subsc ip ion-
based e-comme ce model a y ac oss di e en employmen s a uses, wi h ull- ime employees being
he mos open o i .
H4. The p opo ions o C oa ian consume s who ha e adop ed o a e open o adop ing he subsc ip ion-
based e-comme ce model a y ac oss di e en le els o disposable income g oups and inc ease wi h
highe incomes.
2.2. The “Common Fac o s” In luencing Po en ial Engagemen wi h E-Comme ce
Subsc ip ion Models
A e examining he ela ionship be ween demog aphic me ics and he inclina ion o
adop he model, he nex s ep is o assess he signi icance o “common ac o s” in C oa ian
cus ome s’ po en ial engagemen wi h e-comme ce subsc ip ion models. These ac o s
a e de i ed om an de Heijden e al. (2003)’s concep ual model, which hey de eloped
by in es iga ing in en ions o shop online a websi es h ough wo di e en pe spec i es,
one ocused on echnology and he o he on us . Acco ding o an de Heijden e al.
(2003), cus ome s’ a i udes owa d online pu chases a e shaped by us , pe cei ed isk,
use ulness, and ease o use o he p oduc o se ice. These ac o s a e in luenced by he
o e all cus ome expe ience c ea ed by he e-comme ce company. The e o e, he company
should build us , maximize pe cei ed use ulness, and ease o use and minimize pe cei ed
isks associa ed wi h hei p oduc o se ice. In hei s udy, Cheng e al. (2022) also
inco po a ed h ee o hese ou ac o s o es ima e hei signi icance in shaping pu chase
in en ion among Malaysians.
2.2.1. Impac o Pe cei ed T us
Cus ome expe ience a ies ac oss subsc ip ion ypes, bu pe cep ions o he p oduc
and p o ide shape uni e sal ac o s. Heubel (2023) de ines cus ome expe ience as pe -
cep ions be o e, du ing, and a e isi ing an e-comme ce s o e, in ol ing se ice, p oduc ,
Adm. Sci. 2024,14, 149 6 o 21
and b and expe ience. Yasa e al. (2023) desc ibes i as he sum o pe cep ions and eelings
om in e ac ions wi h a b and’s p oduc s and se ices, co e ing all con ac poin s om
unboxing o cus ome ca e. Al hough e-comme ce companies may imp o e cus ome ex-
pe ience di e en ly, hey ag ee on a ypical cus ome jou ney wi h i e s ages: awa eness,
conside a ion, decision, se ice, and loyal y (Yasa e al. 2023). A jou ney is success ul i
i leads o cus ome loyal y and a posi i e o e all expe ience. T us is c ucial in leading
o loyal y, pa icula ly ega ding pe cei ed us owa d he company and i s o e ings, as
i signi ican ly in luences pu chase in en ion ac oss a ious ma ke s
(Ba ney e al. 2023)
.
Bucko e al. (2018) sugges ed ha us in he websi e in luences pu chase in en ion, pa -
ially media ed by a i udes owa d online shopping, which a e shaped by pe cep ions
o eliabili y, compe ence, and bene olence. When websi es a e pe cei ed as eliable and
us wo hy, cus ome s de elop posi i e a i udes owa d online shopping, hus inc easing
hei in en ion o engage in i (Ba ney e al. 2023). Fu he mo e, Lăză oiu e al. (2020)
emphasized he impo ance o cus ome us in social comme ce, de ining i as us in
he online business’s capabili ies, p oduc knowledge and pe o mance, ma ke ing skills,
in eg i y, and paymen - ela ed p ocedu es. Ba ney e al. (2023) concludes ha a posi i e
cus ome expe ience a ec s us and loyal y, which can also be calcula ed in he o m o
Cus ome Li e ime Value. In his way, businesses can iden i y di e ences among cus ome
g oups and ocus on e aining high- alue cus ome s.
2.2.2. Impac o Pe cei ed Risk
Pe cei ed isk is o en linked o pe cei ed us due o hei s ong co ela ion.
Qala i e al. (2021) ind his connec ion c ucial, no ing ha pe cei ed isk is associa ed wi h
se ice and websi e quali y, epu a ion, and pu chase in en ion. They emphasize he ela-
ionship be ween us and pe cei ed isk du ing he pu chase p ocess and conclude ha
us in online shopping educes pe cei ed isk, which can signi ican ly in luence pu chase
in en ion. O he au ho s also link us and isk pe cep ion. Fo example,
Fenko e al. (2017)
highligh ha sca ci y impac s cus ome a i udes and ha social p oo and opinions o
o he s a e impo an o cus ome s. Bucko e al. (2018) simila ly no e ha social p oo
om o he cus ome s con i ms p oduc quali y and ha i s sho age c ea es u gency, con-
side ing hese key ac o s in luencing online pu chases. Sa i e al. (2020) in es iga ed
he signi icance o secu i y in in luencing pu chasing decisions, pa icula ly conce ning
consume p i acy and he online ansac ion p ocess. Zhang and Yu (2020) also s udied he
po en ial impac o pe cei ed isk on consume s’ pu chasing beha io ega ding so wa e
pu chases ac oss di e en pla o ms and de ices and he consequences o se ice p o ide s.
Al hough habi s and p omo ional ac i i ies encou age younge gene a ions o adop
mobile paymen s, pe cei ed isks p e en adop ion, indica ing a isk-a e se a i ude
(Wei e al. 2021)
.Tham e al. (2019) in es iga ed a ious isk ac o s, including inancial,
con enience, non-deli e y, e u n policy, and p oduc isks and hei e ec s on cus ome
a i udes and beha io s while e alua ing and pu chasing p oduc s/se ices.
2.2.3. Impac o Pe cei ed Use ulness
Consume s also e alua e he po en ial quali y o hei pos -pu chase expe ience wi h
a p oduc o se ice a he momen o pu chase. This quali y includes hei opinion on
whe he he pe cei ed alue o he pu chase mee s o exceeds hei expec a ions, as well
as conside ing he cos s in ol ed. I he bene i s, such as he assis ance i p o ides in
daily li e, wo k, and business, ou weigh he cos s, hey will likely pu chase he p oduc .
Pe cei ed use ulness in he s udy by Taha e al. (2020) e e s o use s’ pe cep ion o how
much a p oduc o se ice can enhance hei pe o mance. Elli an and P ayogo (2022)
u he sugges ha pe cei ed use ulness signi ican ly in luences online shopping beha io
and equally a ec s consume a i udes owa d echnology and hei in en ion o use i .
In p ac ice, he pe cei ed use ulness o an online shopping pla o m co ela es wi h he
numbe o cus ome s who will comple e hei pu chase. In 1986, Da is in oduced he
Technology Accep ance Model (TAM) aimed a explaining compu e usage beha io , s a ing
Adm. Sci. 2024,14, 149 7 o 21
ha a i ude owa d using is a unc ion o wo majo belie s: pe cei ed use ulness and
pe cei ed ease o use (Da is e al. 1989). I was also shown ha pe cei ed ease o use has a
causal e ec on pe cei ed use ulness and ha design ea u es di ec ly in luence pe cei ed
use ulness and pe cei ed ease o use (Da is e al. 1989). The e o e, he explana ion o his
nex impo an ac o ollows.
2.2.4. Impac o Pe cei ed Ease o Use
Ease o use can be iewed as one o he design elemen s, along wi h appea ance,
s yle, unc ionali y, and quali y o in o ma ion, all o which can posi i ely a ec cus ome
sa is ac ion and pu chase in en ion (Alalwan e al. 2017). Yazeed e al. (2021) de ine ease
o use as he minimal e o he sys em equi es du ing i s use. In e-comme ce, clea and
unde s andable na iga ion leads consume s o posi i e expe iences, inc easing online
pu chasing in en ion. Fach ulam y and Hend aya i (2020) also explo ed his co ela ion,
ocusing on mobile comme ce applica ions, and ound a posi i e link be ween pe cei ed
ease o use and pu chase in en ion. Essen ially, his sugges s ha he easie cus ome s
pe cei e a p oduc o se ice o be o use, he mo e likely hey a e o in end o pu chase
and con inue using i . The quali y o a ailable in o ma ion and i s ease o use in luence
consume s by inc easing hei us and secu i y, he eby a ec ing hei pu chasing deci-
sions (Rachmawa i e al. 2020). The s udy by Taha e al. (2020) examines he connec ion
be ween concep s and ac o s ha can in luence how people gene ally accep echnology.
I emphasizes he signi icance o ease o use and secu i y, no ing ha use ulness has min-
imal impac on adop ion. The s udy sugges s imp o emen s in hese a eas o acili a e
be e echnology accep ance.
Conside ing he indings o p e ious esea ch ela ed o he ou main ac o s in-
luencing po en ial engagemen wi h e-comme ce subsc ip ion models, h ee addi ional
hypo heses we e o mula ed and es ed wi hin his s udy:
H5. The e is a s a is ically signi ican co ela ion be ween subsc ip ion in en ion and pe cei ed
us , pe cei ed isk, pe cei ed use ulness, and pe cei ed ease o use.
H6. The e is a signi ican di e ence in subsc ip ion in en ion among di e en g oups ega ding
pe cei ed us , pe cei ed isk, pe cei ed use ulness, and pe cei ed ease o use.
H7. The e is a signi ican di e ence be ween he g oup ha uses mul iple p oduc s/se ices and he
g oup ha nei he uses any p oduc s/se ices no in ends o.
3. Resul s
This sec ion p esen s comp ehensi e su ey indings, p o iding a de ailed analysis o
collec ed da a and inco po a ing quan i a i e and quali a i e in o ma ion o o m a cohesi e
na a i e. Be o e del ing in o he co ela ion be ween demog aphic ac o s and subsc ip ion
model adop ion, a ho ough examina ion o he pa icipan sample o e s de ailed insigh s
in o hei backg ounds, p ima ily h ough b eakdowns based on a ious demog aphic
me ics (Table 1).
Ou o 202 pa icipan s, he majo i y a e women, cons i u ing 67.3% o he sample.
Mos esponden s all wi hin he 25 o 34 age b acke , ep esen ing 66.8% o pa icipan s.
Addi ionally, a signi ican po ion epo ed a mon hly disposable income be ween EUR
1101 and EUR 1400, making up 27.2% o he sample, and in ha ange is he a e age
mon hly ne sala y pe employee in legal en i ies in he Republic o C oa ia o Janua y
2024, which amoun ed o 1239 eu os (Maslo a a e al. 2024). Rega ding educa ion, mos
pa icipan s hold ei he a g adua e o mas e ’s deg ee, comp ising 53.5% o he sample,
along wi h a small pe cen age holding a doc o al deg ee (3.5%), indica ing a p edominan ly
highly educa ed sample. Mos su ey pa icipan s a e ull- ime employees, accoun ing o
65.8% o he sample. The dis ibu ion g oups o his me ic we e designed o accu a ely
e lec he ypical sizes o C oa ian u al and u ban popula ions. Speci ically, pa icipan s
Adm. Sci. 2024,14, 149 8 o 21
om ci ies wi h a popula ion exceeding 100,000 inhabi an s cons i u e 40.1% o he sample,
which includes he wo la ges ci ies, Zag eb and Spli .
Table 1. Demog aphic cha ac e is ics o he esponden s (N = 202).
Va iables F equency Pe cen age
Gende
Male 66 32.7%
Female 136 67.3%
Age
18–24 22 10.9%
25–34 135 66.8%
35–44 12 5.9%
45–54 21 10.4%
55–74 12 5.9%
Ne Mon hly Income (EUR)
≤500 12 5.9%
501–800 19 9.4%
801–1100 47 23.3%
1101–1400 55 27.2%
1401–1700 22 10.9%
1701–2000 20 9.9%
>2000 27 13.4%
Educa ion
High school 35 17.3%
Unde g adua e o bachelo ’s deg ee 52 25.7%
G adua e o mas e ’s deg ee 108 53.5%
Doc o al deg ee 7 3.5%
Employmen
S uden s 24 11.9%
Unemployed 1 0.5%
Unemployed and ac i ely seeking job 5 2.5%
Pa - ime employees 19 9.4%
Sel -employed 20 9.9%
Full- ime employees 133 65.8%
C oa ian u al and u ban popula ions
<5000 44 21.8%
5000–20,000 15 7.4%
20,000–100,000 62 30.7%
>100,000 81 40.1%
Sou ce: Au ho ’s calcula ion.
3.1. Tes ing Hypo heses H1, H2, H3, and H4: Expe iences wi h and A i udes owa d
Subsc ip ion Se ices
A e collec ing demog aphic da a, pa icipan s we e ques ioned abou hei cu en ex-
pe iences wi h and a i udes owa d subsc ip ion se ices. Rega ding his, 82 esponden s
epo ed being cu en ly subsc ibed o an online p oduc o se ice (40.6%), and 61 epo ed
being subsc ibed o mul iple online p oduc s o se ices (30.2%). Con e sely, 32 pa icipan s
a e no cu en ly subsc ibed o any online p oduc o se ice bu a e open o conside -
ing such subsc ip ions in he u u e (15.8%). A u he 27 pa icipan s a e no cu en ly
Adm. Sci. 2024,14, 149 15 o 21
o s such as pe cei ed us , pe cei ed isk, pe cei ed use ulness, and pe cei ed ease o use,
allowing us o ully accep hypo hesis H5 as a signi ican co ela ion ound be ween e e y ac-
o and usage/willingness o use (p< 0.05 o all co ela ions). These indings ully suppo
he esea ch conduc ed by an de Heijden e al. (2003) and la e by Cheng e al. (2022).
The esul s also indica e ha pe cei ed us , use ulness, and ease o use posi i ely co -
ela e wi h subsc ip ion in en ion, while pe cei ed isk nega i ely co ela es wi h i , which
is also consis en wi h he esea ch by an de Heijden e al. (2003). These indings sug-
ges ha enhancing us , pe cei ed use ulness, and ease o use while educing pe cei ed
isks can inc ease consume s’ willingness o adop subsc ip ion se ices in C oa ia. O he
s udies conduc ed in di e en coun ies ha e shown simila esul s ega ding pe cei ed
us (Kouse e al. 2018;Lăză oiu e al. 2020;Ba ney e al. 2023), pe cei ed isk (Bucko e al.
2018;Tham e al. 2019;Sa i e al. 2020;Zhang and Yu 2020;Qala i e al. 2021), pe cei ed
use ulness (Taha e al. 2020;Elli an and P ayogo 2022), and pe cei ed ease o use (Alalwan
e al. 2017;Fach ulam y and Hend aya i 2020;Rachmawa i e al. 2020;Yazeed e al. 2021).
Hypo hesis H6, abou a signi ican di e ence in subsc ip ion in en ion among di e -
en g oups ega ding pe cei ed us , pe cei ed isk, pe cei ed use ulness, and pe cei ed
ease o use, was es ed using ou one-way ANOVAs wi h g oups ca ego ized by hei
cu en subsc ip ion s a us and willingness o subsc ibe in he u u e. The esul s indica ed
a signi ican e ec o usage/willingness o use ac oss all ANOVAs, sugges ing di e ences
among g oups in pe cei ed us , isk, use ulness, and ease o use, suppo ing H6. A num-
be o au ho s ha e al eady emphasized di e ences among g oups in pe cei ed us
(Ba ney e al. 2023), isk (Wei e al. 2021), use ulness (Elli an and P ayogo 2022), and ease o
use (Fach ulam y and Hend aya i 2020).
Pos hoc es s u he showed ha he g oup cu en ly subsc ibed o mul iple p od-
uc s/se ices exhibi s signi ican ly highe le els o us and use ulness and signi ican ly
lowe pe cei ed isk compa ed o he g oup ha nei he uses no in ends o use any p od-
uc s/se ices. This is consis en wi h s udies conduc ed by Bucko e al. (2018), Tham e al.
(2019), Fach ulam y and Hend aya i (2020), Taha e al. (2020), Zhang and Yu (2020), Elli an
and P ayogo (2022), and Ba ney e al. (2023). Howe e , hese wo g oups did no exhibi sig-
ni ican di e ences in pe cei ed ease o use, so hypo hesis H7 can only be pa ially accep ed.
Al hough p e ious s udies ha e con i med he signi icance o ease o use and he posi i e
co ela ion be ween pe cei ed ease o use and pu chase in en ion, hey ha e ocused on
echnology adop ion in gene al (Taha e al. 2020), online shopping a websi es ( an de
Heijden e al. 2003), and mobile comme ce applica ions (Fach ulam y and Hend aya i
2020), which may indica e speci ici ies ela ed o subsc ip ion-based e-comme ce models.
P ac ical Implica ions
This s udy’s esul s p o ide use ul inpu s o p ac ical applica ion. Unde s anding
speci ic cus ome g oups in he C oa ian con ex and he impo ance o hei demog aphic
and pe cep ual d i e s ela ed o subsc ip ion models in e-comme ce p o ides a obus
ounda ion o di e en s akeholde s’ p ac ical applica ions.
Fi s , his esea ch can bene i businesses and e-comme ce companies o e ing
subsc ip ion-based se ices o cu en and po en ial cus ome s in he C oa ian ma ke .
Conside ing ha he da a show an inc ease in he numbe o In e ne and social media
use s (Kemp 2022), a ise in he pe cen age o online shoppe s (Heu eka G oup 2022;EU
Commission 2023), an inc ease in he numbe o e-comme ce businesses ac oss all sec o s
(S a is a 2023), and a ise in digi al li e acy and digi al skills among he C oa ian popula ion
(Poslo ni dne nik 2023;S a is a 2023), his ma ke has a ac i eness and good p ospec s
o business inno a ions in subsc ip ion-based models.
Inno a ions by companies looking o expand hei cus ome base o subsc ip ion
models should be a ge ed by age g oup since he p opo ion o adop ion/openness o
adop ion a ies ac oss di e en age g oups. The e o e, s a egies should p ima ily ocus
on hose aged 35–44, who show he highes a e o openness, ollowed by o he age g oups
wi h e y high openness pe cen ages. The mos challenging g oup o engage is hose aged
Adm. Sci. 2024,14, 149 16 o 21
55–74, so hey should be s udied u he i s a egies a e o be di ec ed a hem. I is no
su p ising ha hose aged 35–44 a e highly inclined owa ds subsc ip ion models, as his is
a e y ac i e segmen o he wo king popula ion. Fo hem, he use ulness ac o p o ed
e y signi ican , wi h all i s dimensions ela ed o wo king as e and easie , e iciency,
e ec i eness, and inc easing p oduc i i y in e e yday ac i i ies and achie ing business
goals (Table 6). P omo ional appeals on his opic could be a good incen i e o his g oup o
cus ome s. Fu he mo e, i is well known om p e ious esea ch ha younge gene a ions
ep esen he leading segmen o emb acing inno a ions in new echnologies and ha
social in luence has a posi i e e ec on hei in en ion o adop new p oduc s and se ices,
allowing o he c ea ion o p omo ional ac i i ies ha include mo e ac i e wo d-o -mou h
s a egies a ge ed speci ically a hem (Wei e al. 2021). Addi ionally, ac i i ies di ec ed
owa ds educing pe cei ed isks and communica ing us and use ulness a e necessa y,
as hese can u he mo i a e hem. In his esea ch, he pe cei ed isk ac o p o ed o be
e y signi ican , wi h all i s dimensions ela ed o isks associa ed wi h he p oduc being
pu chased, he ime in es ed, and paymen me hods and inances. The e o e, inno a ions
and p omo ional ac i i ies should aim o educe hese isks.
Since pe cei ed us and ease o use, along wi h pe cei ed use ulness and isk, ha e
p o en o be signi ican o he usage/willingness o use he model, hese a e gene ally
he a eas a ound which s a egies, p omo ional ac i i ies, and inno a ions should be
c ea ed o mo i a e cus ome s o use he model mo e equen ly and o inc ease hei
loyal y. Inno a ions a ge ing cus ome s’ unique needs and p e e ences, he eby inc easing
hei sa is ac ion wi h he subsc ip ion model, can signi ican ly help a ious e aile s and
ading pla o ms g ow hei e enue. I is also impo an o conside wha and how o
communica e o cus ome s, as his esea ch has e ealed insigh s in o hei pe cep ions,
which can o en di e om hose o managemen o company employees.
Al hough only he age di e ence p o ed signi ican among all he es ed demog aphic
a iables in he C oa ian sample, o he a iables, highligh ed as equally signi ican in o he
s udies, should no be o e looked. This p ima ily e e s o he le el o educa ion, income,
and employmen . A be e pe cep ion o inno a ions, associa ed wi h highe educa ion
le els and income, posi i ely in luences online shopping beha io s (Ün e and Alkan
2021). Gi en he accep ance o inno a ions by hose wi h highe incomes, special a en ion
should be gi en o collabo a ing wi h hem as a g oup o inno a o s and/o ea ly adop e s
who can be good ad oca es o p oduc s/se ices and sha e hei posi i e expe iences wi h
o he g oups.
In addi ion o he indings o ou esea ch, which ocused on demog aphic and pe -
cep ual d i e s and whose esul s indica e ce ain a ge ed ac ions, hese ac ions could be
di ec ed owa ds ac i i ies and communica ions ha add ess po en ial ba ie s o using
he subsc ip ion model. This p ima ily e e s o he unau ho ized use o con en , which
ce ainly ep esen s a signi ican ba ie o he expansion o his ma ke . The e o e, i is
wo h men ioning Zhang and Zhang (2024)’s esea ch, which ecommends ha businesses
in he digi al p oduc s indus y should ca e ully conside hei subsc ip ion p icing s a egy,
aiming o imp o e p o i abili y and add ess pi acy conce ns.
6. Conclusions
The accep ance o subsc ip ion models is unde - esea ched, pa icula ly in C oa ia and
neighbo ing coun ies, whe e cul u al, socioeconomic, and beha io al ac o s signi ican ly
in luence adop ion decisions. Ou s udy p o ides a solid ounda ion o u he esea ch
and bene i s o he esea che s by o e ing insigh s in o he ela ionship be ween model
accep ance and ou key demog aphic a iables and ou pe cep ual d i e s. Based on
p e ious esea ch, his s udy’s s uc u ed app oach also con ibu es o ad ancing he
unde s anding o his opic.
This s udy’s heo e ical con ibu ion in ol es c ea ing a measu emen ins umen
consis ing o 21 ques ions ela ed o ou pe cei ed ac o s: us , pe cei ed isk, use ulness,
and ease o use. Each ac o can be explo ed u he based on c i ical success dimensions
Adm. Sci. 2024,14, 149 17 o 21
ex ac ed om p e ious s udies. The ques ionnai e de eloped can be used o u u e
esea ch on his opic in C oa ia and o he coun ies.
The esul s o his s udy showed signi ican di e ences in subsc ip ion model ac-
cep ance ac oss age g oups. A he same ime, educa ion le el, employmen s a us, and
disposable income showed no signi ican ela ion o subsc ip ion model adop ion in C oa ia.
This could be due o speci ic aspec s o he C oa ian ma ke , bu u he esea ch is neces-
sa y o deepen ou unde s anding. O he beha io al and psychosocial a iables may be
signi ican o unde s anding C oa ian consume s’ a i udes owa d adop ing subsc ip ion
models and analyzing hei beha io . This is c ucial because many subsc ip ion models
ace challenges in C oa ia due o p e alen pi acy p ac ices. Despi e legal adjus men s
upon joining he E.U., ine ec i e implemen a ion and con ol o pi acy laws pe sis , as
highligh ed by Gu mann (2023a). Addi ionally, Iš uk (2021) ound ha C oa ian s uden s
engage in pi acy due o he high cos s o legal con en and lax penal ies o pi acy, despi e
ecognizing i s nega i e impac s. Pi acy is pe cei ed as widely accep ed due o he lack o
penal ies, and s uden s p e e o y p oduc s be o e pu chasing.
When conside ing he adop ion o subsc ip ion-based models in C oa ia, da a on illegal
con en downloads a e essen ial, as pi acy can impac subsc ibe numbe s and e en ion.
This aspec demands u he explo a ion wi hin C oa ia and o he simila en i onmen s,
such as ansi ional and Sou heas Eu opean coun ies. Fo example, in he Czech Republic,
S obodo áand Rajchlo á(2020) s udied he s a egic beha io o e-comme ce businesses
and concluded ha consume beha io hea ily depends on a ailable paymen me hods,
wi h high cash usage emaining a signi ican ba ie o mode nizing paymen en i onmen s
in he coun y.
Ou s udy has also shown posi i e ela ionships wi h pe cei ed us , use ulness, and
ease o use and a nega i e ela ionship wi h pe cei ed isk. This means ha enhancing us ,
use ulness, and ease o use while educing pe cei ed isks can boos subsc ip ion-based
e-comme ce adop ion. Signi ican di e ences in pe cei ed us , isk, and use ulness we e
ound be ween use s o mul iple p oduc s/se ices and non-use s bu no in pe cei ed
ease o use.
A limi a ion o his s udy is ha o he po en ially signi ican ac o s and sub ac o s
in luencing pe cep ion and beha io we e no in es iga ed. The e o e, he nex s ep could
in ol e explo ing new ac o s o sub ac o s and conduc ing a mo e ho ough analysis ha
conside s hei in e ela ionships, impac s, and consequences on subsc ip ion in en ion.
Ano he limi a ion o his s udy is he sampling me hod, which did no ensu e a ep e-
sen a i e sample o he en i e C oa ian popula ion. The e o e, u u e esea ch can use a
andom sample o esponden s based on p obabili y. None heless, he heo e ical esul s
ob ained he e can se e as a solid ounda ion o subsequen empi ical s udies.
Au ho Con ibu ions: Concep ualiza ion, M.M., R.B. and H.M.; Me hodology, M.M.; So wa e,
R.B. and H.M.; Valida ion, M.M.; Fo mal Analysis, R.B. and H.M.; In es iga ion, R.B.; Resou ces,
M.M., R.B. and H.M.; Da a Cu a ion, R.B.; W i ing—O iginal D a P epa a ion, M.M., R.B. and
H.M.; W i ing—Re iew & Edi ing, M.M.; Visualiza ion, R.B. and H.M.; Supe ision, M.M.; P ojec
Adminis a ion, M.M.; Funding Acquisi ion, H.M. All au ho s ha e ead and ag eed o he published
e sion o he manusc ip .
Funding: This esea ch ecei ed no ex e nal unding.
Ins i u ional Re iew Boa d S a emen : No applicable.
In o med Consen S a emen : No applicable.
Da a A ailabili y S a emen : Da ase a ailable on eques om he au ho s.
Con lic s o In e es : The au ho s decla e no con lic o in e es .
Appendix A
Tables con aining ANOVA desc ip i es o all ou conduc ed ANOVAs.
Adm. Sci. 2024,14, 149 18 o 21
Desc ip i es
Pe cei ed T us
N Mean S d. De ia ion S d. E o 95% Con idence In e al o Mean Minimum Maximum
Lowe Bound Uppe Bound
Subsc ibed o mul iple
p oduc s/se ices 61 3.6393 0.61841 0.07918 3.4810 3.7977 1.00 4.80
Subsc ibed o a p oduc /se ice 82 3.5195 0.61573 0.06800 3.3842 3.6548 2.00 5.00
No, bu conside ing 32 3.3688 0.62032 0.10966 3.1451 3.5924 1.80 4.20
No and no conside ing 27 3.2593 0.53727 0.10340 3.0467 3.4718 2.60 4.60
To al 202 3.4970 0.61660 0.04338 3.4115 3.5826 1.00 5.00
Desc ip i es
Pe cei ed Risk
N Mean S d. De ia ion S d. E o 95% Con idence In e al o Mean Minimum Maximum
Lowe Bound Uppe Bound
Subsc ibed o mul iple
p oduc s/se ices 61 3.0131 0.75443 0.09659 2.8199 3.2063 1.00 4.40
Subsc ibed o a p oduc /se ice 82 3.2585 0.84239 0.09303 3.0734 3.4436 1.00 5.00
No, bu conside ing 32 3.4625 0.85223 0.15065 3.1552 3.7698 1.60 5.00
No and no conside ing 27 3.6148 0.81132 0.15614 3.2939 3.9358 1.40 5.00
To al 202 3.2644 0.83363 0.05865 3.1487 3.3800 1.00 5.00
Desc ip i es
Pe cei ed Use ulness
N Mean S d. De ia ion S d. E o 95% Con idence In e al o Mean Minimum Maximum
Lowe Bound Uppe Bound
Subsc ibed o mul iple
p oduc s/se ices 61 3.2104 0.91788 0.11752 2.9753 3.4455 1.17 5.00
Subsc ibed o a p oduc /se ice 82 3.0711 1.03141 0.11390 2.8445 3.2978 1.00 5.00
No, bu conside ing 32 2.9427 0.90954 0.16078 2.6148 3.2706 1.00 5.00
No and no conside ing 27 2.4815 0.81693 0.15722 2.1583 2.8046 1.33 5.00
To al 202 3.0140 0.97265 0.06844 2.8791 3.1490 1.00 5.00
Desc ip i es
Pe cei ed Ease o Use
N Mean S d. De ia ion S d. E o 95% Con idence In e al o Mean Minimum Maximum
Lowe Bound Uppe Bound
Subsc ibed o mul iple
p oduc s/se ices 61 3.9525 0.53809 0.06889 3.8146 4.0903 2.50 5.00
Subsc ibed o a p oduc /se ice 82 3.9427 0.58119 0.06418 3.8150 4.0704 2.10 5.00
No, bu conside ing 32 3.8250 0.48659 0.08602 3.6496 4.0004 2.80 4.80
No and no conside ing 27 3.6074 0.62013 0.11934 3.3621 3.8527 1.90 4.70
To al 202 3.8822 0.56786 0.03995 3.8034 3.9610 1.90 5.00
Sou ce: Au ho ’s calcula ion.
Appendix B
Tables con aining ANOVA esul s o all ou conduc ed ANOVAs.
ANOVA
Pe cei ed T us
Sum o Squa es
d Mean Squa e F Sig.
Be ween G oups 3.330 3 1.110 3.007 0.031
Wi hin G oups 73.088 198 0.369
To al 76.418 201
ANOVA
Pe cei ed Risk
Sum o Squa es
d Mean Squa e F Sig.
Be ween G oups 8.426 3 2.809 4.237 0.006
Wi hin G oups 131.258 198 0.663
To al 139.683 201
Adm. Sci. 2024,14, 149 19 o 21
ANOVA
Pe cei ed Use ulness
Sum o Squa es
d Mean Squa e F Sig.
Be ween G oups 10.439 3 3.480 3.834 0.011
Wi hin G oups 179.715 198 0.908
To al 190.155 201
ANOVA
Pe cei ed Ease o Use
Sum o Squa es
d Mean Squa e F Sig.
Be ween G oups 2.745 3 0.915 2.918 0.035
Wi hin G oups 62.071 198 0.313
To al 64,816 201
Sou ce: Au ho ’s calcula ion.
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