Understanding Subscription Behavior: Exploring Fatigue, Flexibility, and Cancellation in the Digital Economy

Abstract

This thesis explores consumer behavior in the subscription economy, focusing on the phenomena of subscription fatigue, cancellation propensity, and the role of perceived flexibility and provider preference. The central research question is “How does subscription fatigue influence consumer behavior toward subscription contracts, and how should companies respond to this behavior?” To address this, an online survey was conducted, gathering data on users’ subscription attitudes, cancellation habits, and demographic characteristics (N = 124). Key constructs such as fatigue, cancellation propensity, and subscription flexibility were measured using multi-item Likert scales, and descriptive statistics were used to summarize participant profiles. The analysis reveals that subscription fatigue increases cancellation rates, while greater perceived flexibility reduces fatigue. These findings suggest that subscription fatigue is a real and measurable burden for many users, and that offering greater transparency, control, and personalization could improve retention. The results provide practical insights for digital service providers aiming to reduce churn and design user-centered subscription models.