TY - JOUR
T1 - Investigating consumer attitudes and intentions toward online fashion renting retailing
AU - Lee, Stacy H.N.
AU - Chow, Pui Sze
N1 - Funding Information:
This work is supported in part by the Hong Kong Polytechnic University (Grant No. 1-ZVLP ).
Publisher Copyright:
© 2019 Elsevier Ltd
PY - 2020/1
Y1 - 2020/1
N2 - Due to growth of access-based consumption businesses, it is important to understand how consumers perceive online fashion renting services. Based on two theories, the Theory of Reasoned Actions and expectancy-value approach, this study aims to examine the influence of consumers' attitudes and subjective norms on their intentions to participate in online fashion renting, and to investigate behavioral beliefs that may cause them to form favorable intentions toward online renting. In order to do this, a total of 300 sample surveys were collected from U.S. consumers. To assess the respective measurement model, confirmatory factor analyses were performed, and a structural path analysis was performed to verify the hypothesized relationships. This study empirically asserts that attitudes and subjective norms are key predictors of consumers' intentions to participate in online fashion renting. Consumers' attitudes toward online fashion renting were determined by assessing their perceptions of its relative advantages, compatibility, ownership, and ecological value. While acknowledging the influence of subjective norms and previous fashion rental experience, online fashion rental platforms are also advised to engineer strategies to engage consumers in this practice and to encourage peer referrals. This study sheds light on the determining factors that shape consumers’ attitudes towards and intentions to participate in online fashion renting, from which appropriate business strategies could be devised to enhance consumer engagement and expand the online fashion rental market.
AB - Due to growth of access-based consumption businesses, it is important to understand how consumers perceive online fashion renting services. Based on two theories, the Theory of Reasoned Actions and expectancy-value approach, this study aims to examine the influence of consumers' attitudes and subjective norms on their intentions to participate in online fashion renting, and to investigate behavioral beliefs that may cause them to form favorable intentions toward online renting. In order to do this, a total of 300 sample surveys were collected from U.S. consumers. To assess the respective measurement model, confirmatory factor analyses were performed, and a structural path analysis was performed to verify the hypothesized relationships. This study empirically asserts that attitudes and subjective norms are key predictors of consumers' intentions to participate in online fashion renting. Consumers' attitudes toward online fashion renting were determined by assessing their perceptions of its relative advantages, compatibility, ownership, and ecological value. While acknowledging the influence of subjective norms and previous fashion rental experience, online fashion rental platforms are also advised to engineer strategies to engage consumers in this practice and to encourage peer referrals. This study sheds light on the determining factors that shape consumers’ attitudes towards and intentions to participate in online fashion renting, from which appropriate business strategies could be devised to enhance consumer engagement and expand the online fashion rental market.
KW - Access-based consumption
KW - Consumer studies
KW - Online fashion renting
KW - Sharing economy
UR - http://www.scopus.com/inward/record.url?scp=85070555928&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2019.101892
DO - 10.1016/j.jretconser.2019.101892
M3 - Article
AN - SCOPUS:85070555928
VL - 52
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
SN - 0969-6989
M1 - 101892
ER -