Subscription-based delivery service which enables consumers to receive product periodically on the date that they expect becomes popular. While many firms provide subscription-based delivery services to compete with other rivals in the market to make an effort to increase the speed of delivery services, still few things are known on how consumers respond to such delivery services. Related to this issue, the study investigates the effect of timeliness of delivery in subscription-based delivery service depending on the product type on consumers’ subscription intentions, and tries to find the way how to increase their intentions. The study has a 2(timeliness of delivery: high, low) × 2(product type: utilitarian, hedonic) between subject design. Using an ANOVA with the two dichotomous variables of timeliness of delivery and product type, we finds that while consumers indicate higher subscription intentions when they are provided with higher speed of the delivery service in purchasing utilitarian products, they show higher subscription intentions when they are provided with lower speed of the delivery service in purchasing hedonic products. We also find that consumers enjoy savoring when utilitarian products are delivered in faster speed, and they also enjoy savoring when hedonic products are delivered in slower speed. We demonstrate that savoring mediates the relationship between timeliness of delivery with product type and subscription intentions.