An Exploratory Study of Consumer Satisfaction and Purchase Behaviors for Fashion Subscription-Based Online Services (SOS)

Although fashion subscription-based online service (SOS) is a trending topic, there is limited research exploring past or current consumers who have used the service. This study was designed to explore consumers' satisfaction and purchase behaviors of fashion SOS by applying the Expectation-Confirmation Theory (ECT). A qualitative research approach was adopted by completing 10 personal interviews with female participants from the Midwest. The findings revealed that consumer's motivations to try the fashion SOS were convenience, ease of process, special offers, and curiosity about the service. Consumers liked the convenience of fashion SOS package delivery and ease of website navigation. They were not completely satisfied with their current fashion SOS experience in terms of the delivered product selection. Only 4 out of 10 participants were completely satisfied with the fashion SOS that they used based on the ECT.