Creating Demand for AI-Based Subscription of Physical Goods: A Consumer Perspective in the Food Industry

Abstract

Subscription platforms based on artificial intelligence (AI) that offer the delivery of physical goods represent a new frontier in retailing. Therefore, empirical investigation into consumers’ views on the factors driving their motivation to use such platforms is necessary. Considering the lack of research on this front, this study aims to examine consumers’ insights into the enabling and constraining technological affordances of platforms that inhibit or facilitate subscription motivation. Drawing on Regulatory Focus Theory, this study tests the effects of situational prevention-focused and promotion-focused factors on subscription intention. Based on data from 290 respondents, we found that intention is positively influenced by perceived functional congruity, which is determined by perceived service personalization and ease of use. In contrast, the effect of psychological reactance associated with perceived lack of control over service delivery is negative. These findings advance our understanding of the features of platforms offering physical goods subscription services that drive the predisposition to use such platforms, thus informing retailers on how AI can support platform expansion.