Dr. Jennifer Johnson Jorgensen
Date of this Version
Spilinek, Melisa, "Beauty and Lifestyle Subscription Services: A Modern Retailing Format for the Vigilante Collaborative Consumption Consumer" (2021). Textiles, Merchandising and Fashion Design: Dissertations, Theses, & Student Research. 17.
Advancements in technology and ease of use of online shopping via phone applications (apps) and subscription services have fundamentally changed how consumers shop. Now more than ever, consumers are turning to time-saving technological tools that are subscription services. Subscription services provide a multitude of benefits to consumers and contribute to collaborative consumption in nearly every product and service category from coffee to apparel. To investigate beauty and lifestyle subscription services and collaborative consumption this study will utilize a mixed methods convergent design to analyze user experience including price sensitivity, subscription service apps and ease of use. Anticipated contributions to the field include qualitative and mixed method methodology in a subject that predominantly utilizes quantitative methodology, and expanded consumer demographics including males that are typically underrepresented in academic literature of subscription phenomenology. Data was collected via an online survey created on Qualtrics and disseminated via Amazon Mechanical Turk. A total of 93 surveys were collected and then coded through SPSS analysis. Multiple regression was conducted to investigate the variables of the S-O-R model. The results of this study indicate expanded demographics result in strong consumer evaluation data including price sensitivity, WOM mechanisms, and the differences of SBRS users at different educational level.
Advisor: Jennifer Johnson Jorgensen
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