Who Seeks a Surprise Box? Predictors of Consumers' Fashion and Beauty Subscription-Based Online Services (SOS)
Subscription-based online services (SOS) refers to an e-business that provides periodic delivery of a customized box of merchandise directly to the consumer's home for a weekly/monthly subscription fee. What makes consumers use SOSs? As an initial attempt, this study investigated American consumers' current usage of fashion and beauty SOS, and examined the relationships between five predictorsâ€”consumers' age, gender, e-trust, fashion consciousness, exploratory product acquisitionâ€”and their usage of those SOSs.