Subscription-based e-commerce and the evolution of digital business models with their respective challenges
Abstract
The research aimed to investigate how the subscription business model is transforming e-commerce and the challenges it faces. A descriptive methodology was used, with surveys of streaming service users in Azogues. The results show that the adoption of the subscription model is gradual, with a preference for convenience and ease of access, although barriers of digital trust and familiarity with the system persist. The lack of information limits full adoption, highlighting the importance of educational and transparent strategies. In conclusion, companies must focus on offering personalized experiences and increasing digital trust to strengthen customer loyalty and value; the perception of added value is neutral, personalization and exclusive benefits are crucial for loyalty. Companies must offer experiences tailored to the individual needs of consumers to strengthen long-term relationships.
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