Elderly Consumers' Risk of Accidental Subscription in Micro-Drama Platforms: A Demographic and Behavioral Analysis

This study examines the risk of accidental subscription among elderly consumers in micro-drama platforms, addressing a critical gap in digital consumer behavior research as aging populations increasingly engage with subscription-based digital services. Using a quantitative approach, data were collected from 780 Thai respondents aged 60 and above through a structured online questionnaire. The data were analyzed using binary logistic regression to assess the effects of demographic factors (age, gender, education, and income) and behavioral factors (platform usage frequency, time spent per session, prior subscription experience, and impulse clicking behavior) on the likelihood of accidental subscription. The findings reveal that age, gender, platform usage frequency, time spent per session, and prior subscription experience significantly influence accidental subscription, while education, income, and impulse clicking behavior do not. Notably, frequent platform use and prior experience increase risk, whereas longer session duration reduces it, suggesting nuanced engagement effects. These results confirm that accidental subscription is a systematic and predictable outcome shaped by user characteristics and interaction patterns. The study contributes by extending consumer behavior research to unintended outcomes and offers practical implications for user-centered platform design, consumer protection policies, and targeted digital literacy initiatives, particularly in emerging digital economies.