Perceived Value and Subscription Behaviour

With the rapid penetration of the subscription economy within the digital cultural sphere, platforms commonly face challenges in converting free users and experience significant fluctuations in renewal rates.This study, grounded in perceived value theory, Emotional Attachment theory, and the Cognitive-Behavioural-Affective (CBA) model, aims to elucidate the mechanism through which perceived value influences subscription behaviour among users of digital cultural products, while validating the mediating role of emotional attachment.Data collected via questionnaire surveys were analysed using structural equation modelling (SEM), with Bootstrap sampling employed to test the mediating effect.The three dimensions of perceived value-functional value, affective value, and social value-drive subscription behaviour through both "direct pathways" and "affective bond mediation pathways," with affective value playing the most prominent role.Findings provide theoretical grounding for platforms to optimise affective content supply and strengthen user emotional bonds to enhance subscription conversion, while also pointing the way for future exploration of boundary conditions for mediation effects.