Subscription-Based Retail Models: Consumer Acceptance Factors

Abstract

Subscription-based retail models have transformed traditional consumption patterns by enabling consumers to access products and services through recurring payments rather than one-time purchases. From curated subscription boxes to replenishment-based programs and digital–physical hybrids, subscription commerce has reshaped how consumers engage with brands. Despite rapid market growth, consumer acceptance of subscription retail remains uneven across categories and demographic groups. This study proposes a comprehensive conceptual framework identifying the key consumer acceptance factors influencing adoption of subscription-based retail models. Drawing on the Technology Acceptance Model (TAM), UTAUT2, and relationship marketing theory, this paper examines the effects of perceived usefulness, perceived ease of use, perceived value, trust, perceived risk, convenience, personalization, price fairness, social influence, and habit on adoption intention and continued usage. The study further links acceptance to important behavioral outcomes such as customer loyalty, switching costs, and lifetime value. A structured methodology using structural equation modeling is proposed for empirical validation. The paper contributes to subscription commerce theory and offers strategic insights for retailers, platform operators, and brand managers.