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Motivating Collaborative Consumption in Fashion: Consumer Benefits, Perceived Risks, Service Trust, and Usage Intention of Online Fashion Rental Services

Author

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  • Sae Eun Lee

    (Human-Tech Convergence Program, Department of Clothing and Textiles, Hanyang University, Seoul 04763, Korea)

  • Hye Jung Jung

    (Da Vinci College of General Education, Chung-Ang University, Seoul 06974, Korea)

  • Kyu-Hye Lee

    (Human-Tech Convergence Program, Department of Clothing and Textiles, Hanyang University, Seoul 04763, Korea)

Abstract

This study explored the conceptual constructs of consumer benefits and perceived risks of online fashion rental services (Online FRS) and their impacts on usage intention towards Online FRS. The mediating roles of perceived risks and service trust were examined in this research. A survey was performed on female shoppers between the ages of 20–30 residing in a metropolitan area. Results of this research were as follows: (1) The results analyzing the sub-dimension of benefits (Reasonable cost, Wearing at right time, place and occasion (TPO), Space Saving, Entertaining, Product Variety, Style Conformity) and perceived risks (Financial, Performance, Social) clearly presented factorial structures. (2) Reasonable cost, Style Conformity, and Product Variety showed significantly positive influences on usage intentions towards online fashion rental services; in addition, Financial, Performance, and Social risks of rental services had a negative effect on usage intentions. (3) Service trust and consumer perceptions of Financial and Performance risks had important mediating roles in the relationship between consumer benefits and usage intentions towards Online FRS. This study highlighted that consumer benefits, perceived risks, and service trust should be registered among consumers to boost usage intentions towards Online FRS.

Suggested Citation

  • Sae Eun Lee & Hye Jung Jung & Kyu-Hye Lee, 2021. "Motivating Collaborative Consumption in Fashion: Consumer Benefits, Perceived Risks, Service Trust, and Usage Intention of Online Fashion Rental Services," Sustainability, MDPI, vol. 13(4), pages 1-20, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:4:p:1804-:d:495239
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    Cited by:

    1. Lindsay McCoy & Yuan-Ting Wang & Ting Chi, 2021. "Why Is Collaborative Apparel Consumption Gaining Popularity? An Empirical Study of US Gen Z Consumers," Sustainability, MDPI, vol. 13(15), pages 1-18, July.
    2. Jun Xu & Yun Zhou & Lei Jiang & Lei Shen, 2022. "Exploring Sustainable Fashion Consumption Behavior in the Post-Pandemic Era: Changes in the Antecedents of Second-Hand Clothing-Sharing in China," Sustainability, MDPI, vol. 14(15), pages 1-20, August.
    3. Linda Heejung Lho & Wei Quan & Jongsik Yu & Heesup Han, 2022. "The sharing economy in the hospitality sector: The role of social interaction, social presence, and reciprocity in eliciting satisfaction and continuance behavior," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-12, December.
    4. Ting Chi & Victoria Gonzalez & Justin Janke & Mya Phan & Weronika Wojdyla, 2023. "Unveiling the Soaring Trend of Fashion Rental Services: A U.S. Consumer Perspective," Sustainability, MDPI, vol. 15(19), pages 1-21, September.
    5. Evans, Freya & Grimmer, Louise & Grimmer, Martin, 2022. "Consumer orientations of secondhand fashion shoppers: The role of shopping frequency and store type," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    6. Cindy Helinski & Gerhard Schewe, 2022. "The Influence of Consumer Preferences and Perceived Benefits in the Context of B2C Fashion Renting Intentions of Young Women," Sustainability, MDPI, vol. 14(15), pages 1-25, August.
    7. Pei-Hsin Lin & Wun-Hwa Chen, 2022. "Factors That Influence Consumers’ Sustainable Apparel Purchase Intention: The Moderating Effect of Generational Cohorts," Sustainability, MDPI, vol. 14(14), pages 1-14, July.
    8. Michalak Szymon & Ankiel Magdalena & Olejniczak Tomasz & Stachowiak-Krzyżan Magda & Bartkowiak Paweł, 2022. "Motives for the Usage of Collaborative Fashion Consumption Online Platforms," Marketing of Scientific and Research Organizations, Sciendo, vol. 44(2), pages 41-66, June.
    9. Fe Yoo & Hye Jung Jung & Kyung Wha Oh, 2021. "Motivators and Barriers for Buying Intention of Upcycled Fashion Products in China," Sustainability, MDPI, vol. 13(5), pages 1-19, February.
    10. Jain, Ritu & Jain, Kokil & Behl, Abhishek & Pereira, Vijay & Del Giudice, Manlio & Vrontis, Demetris, 2022. "Mainstreaming fashion rental consumption: A systematic and thematic review of literature," Journal of Business Research, Elsevier, vol. 139(C), pages 1525-1539.
    11. Yanwen Ruan & Yingjiao Xu & Hanna Lee, 2022. "Consumer Motivations for Luxury Fashion Rental: A Second-Order Factor Analysis Approach," Sustainability, MDPI, vol. 14(12), pages 1-16, June.

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