The purpose of this paper is to investigate how self-construal, a previously unexamined psychological construct in this context, influences consumer decision-making within the burgeoning subscription economy. This research proposes that the effect of self-construal on subscription choices is driven by a fundamental need to belong, which is particularly salient for individuals with an interdependent self-construal.
Five studies were conducted to test the hypotheses. Study 1 employed a correlational survey to establish the initial link between self-construal and subscription retention. Studies 2, 3, 4 and 5 used controlled experimental designs to manipulate self-construal and examine its causal impact on different consumption behaviors, including subscription retention, new acquisition, and one-time purchases.
The results consistently demonstrate that individuals with an interdependent self-construal are significantly more inclined to retain an unused interpersonal subscription than those with an independent self-construal. This effect, however, is not a general preference for all interpersonal products; it is a specific motivation to maintain existing social bonds. Studies 4 and 5 provide crucial boundary conditions, showing that self-construal has no significant effect on the decision to acquire a new subscription or to make a one-time purchase of an interpersonal product.
This study extends the self-construal framework to non-material consumption contexts, specifically subscription services. By distinguishing between retention and acquisition, and by identifying one-time purchases as a boundary condition, this research provides a nuanced and precise theoretical explanation for the underlying motives that drive consumers to engage with the subscription economy.
