Currently, the global market for subscription services is facing a crisis of approaching saturation, prompting increased attention to the Asia-Pacific region. Meanwhile, digital content subscription services in Japan are late in the game but are on a continuous upward trend, indicating significant development potential. Despite a global shift towards digital consumption, Japan's strong preference for physical items such as CDs and books, presents an interesting contrast that warrants further research. This study integrates the innovation diffusion and resistance theories to investigate consumers’ actual usage and continuous purchase intention of digital content subscription services from both positive and negative perspectives. A questionnaire survey of 250 Japanese digital content subscribers yielded the following conclusions: First, compatibility positively influenced actual usage. Second, trialability negatively impacted actual usage. The unique characteristics of digital content subscription services were identified and compared with those of other innovative services. Furthermore, the tradition barrier exhibited a negative effect on actual usage. Last, actual usage was found to significantly and positively impact continuous purchase intention. By understanding the nuances of the Japanese market, companies can develop effective global strategies to cater to diverse consumer segments and remain competitive in an ever-changing digital landscape.

中文翻译：

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数字内容订阅服务是否仍然蓬勃发展？分析创新采用与抵制之间的冲突


目前，全球订阅服务市场正面临接近饱和的危机，这促使亚太地区受到越来越多的关注。与此同时，日本的数字内容订阅服务起步较晚，但呈持续上升趋势，显示出巨大的发展潜力。尽管全球消费转向数字消费，但日本对 CD 和书籍等实体物品的强烈偏好呈现出一个有趣的对比，值得进一步研究。本研究整合了创新扩散和阻力理论，从积极和消极的角度考察了消费者对数字内容订阅服务的实际使用情况和持续购买意愿。对 250 名日本数字内容订阅者的问卷调查得出以下结论：首先，兼容性对实际使用情况产生了积极影响。其次，可试用性对实际使用情况产生了负面影响。确定了数字内容订阅服务的独特特征，并与其他创新服务进行了比较。此外，传统障碍对实际使用产生了负面影响。最后，发现实际使用情况对持续购买意愿有显著和积极的影响。通过了解日本市场的细微差别，公司可以制定有效的全球战略，以满足不同的消费者群体的需求，并在不断变化的数字环境中保持竞争力。