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Investigating consumer attitudes and intentions toward online fashion renting retailing

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  • Lee, Stacy H.N.
  • Chow, Pui-Sze

Abstract

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.

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  • Lee, Stacy H.N. & Chow, Pui-Sze, 2020. "Investigating consumer attitudes and intentions toward online fashion renting retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    • Handle: RePEc:eee:joreco:v:52:y:2020:i:c:s0969698918309561
    DOI: 10.1016/j.jretconser.2019.101892
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    10. Polanco-Diges, Leticia & Debasa, Felipe, 2020. "The Use Of Digital Marketing Strategies In The Sharing Economy: A Literature Review," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 8(3), pages 217-229.
    11. Stacy H. Lee & Ran Huang, 2020. "Exploring the Motives for Online Fashion Renting: Insights from Social Retailing to Sustainability," Sustainability, MDPI, vol. 12(18), pages 1-16, September.
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    14. Hyejune Park & Min-Young Lee, 2022. "The Two-Sided Effect of the COVID-19 Pandemic on Online Apparel Renting," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    15. Saubhagya Bhalla, 2021. "Testing the Motivations and Constraints of Collaborative Consumption: An Empirical Analysis of Disruptive Innovative Business Model," FIIB Business Review, , vol. 10(2), pages 146-157, June.
    16. Jain, Geetika & Kamble, Sachin S. & Ndubisi, Nelson Oly & Shrivastava, Archana & Belhadi, Amine & Venkatesh, Mani, 2022. "Antecedents of Blockchain-Enabled E-commerce Platforms (BEEP) adoption by customers – A study of second-hand small and medium apparel retailers," Journal of Business Research, Elsevier, vol. 149(C), pages 576-588.
    17. Antwi, Collins Opoku & Fan, Chong-jun & Nataliia, Ihnatushchenko & Aboagye, Michael Osei & Xu, Hangyu & Azamela, John Coffie, 2020. "Do airport staff helpfulness and communication generate behavioral loyalty in transfer passengers? A conditional mediation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    18. Virginia Fani & Fabiana Pirola & Bianca Bindi & Romeo Bandinelli & Giuditta Pezzotta, 2022. "Design Product-Service Systems by Using a Hybrid Approach: The Fashion Renting Business Model," Sustainability, MDPI, vol. 14(9), pages 1-16, April.
    19. Mauro Capestro & Greta Chiavegato, 2023. "Il consumo dei beni di lusso nel contesto della sharing economy: un caso di studio italiano," ECONOMIA E SOCIET? REGIONALE, FrancoAngeli Editore, vol. 2023(1), pages 53-70.
    20. Kyung-Tae Lee, 2022. "How Are Material Values and Voluntary Simplicity Lifestyle Related to Attitudes and Intentions toward Commercial Sharing during the COVID-19 Pandemic? Evidence from Japan," Sustainability, MDPI, vol. 14(13), pages 1-14, June.
    21. Hino, Hayiel, 2023. "More than just empathy: The influence of moral emotions on boycott participation regarding products sourced from politically contentious regions," International Business Review, Elsevier, vol. 32(1).
    22. 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.
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