What’s in the Box? Risk in Surprise Subscription Models.

Auteur(s)

Severin Friedrich Bischof

Accéder

Description

Assessing subscription models in retailing, we seek to identify the drivers that influence consumers’ attitude towards product
subscriptions. Using Prospect Theory, we find that consumers prefer subscription boxes with surprise content in lower frequencies and
subscription boxes with predefined content in higher frequencies.

Sujets

Gestion d'entreprise > Vente et distribution

Institution partenaire

Université de St-Gall - Schools of Management

Langue

English

Date

2016