Driving Service Stickiness in the AI Subscription Economy: The Roles of Algorithmic Curation, Technological Fluidity, and Cognitive Efficiency

This study examines the psychological mechanisms underlying service stickiness during the mature phase of the AI subscription economy, with particular attention to the paradox of subscription fatigue. To enhance conceptual clarity, AI-driven stimuli—specifically Algorithmic Curation and Technological Fluidity—are defined as perceived attributes at the individual level. Employing the Stimulus–Organism–Response (S-O-R) framework, the research explores how these perceived stimuli influence consumers’ internal states (Cognitive Efficiency and Serendipity) and subsequent behavioral responses (Service Stickiness). Empirical analysis using partial least squares structural equation modeling (PLS-SEM) on data from U.S. subscription service users yields several theoretical insights. Cognitive Efficiency is identified as the primary driver of stickiness, indicating that, in the context of subscription fatigue, the utilitarian benefit of reduced cognitive effort surpasses hedonic enjoyment. Additionally, the study identifies a “Frictionless Trap,” in which excessive Technological Fluidity negatively affects Serendipity (β = −0.195), suggesting that an entirely seamless experience may create a filter bubble that limits unexpected discovery. As a result, Serendipity does not significantly affect stickiness in the aggregate model. However, post hoc analysis demonstrates that Serendipity remains significant for high-income users, while Cognitive Efficiency is most influential in high-frequency utilitarian contexts, such as food services. These findings indicate that sustainable retention depends on reducing cognitive load while intentionally introducing friction to preserve opportunities for discovery.