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

Sae Eun Lee, Hye Jung Jung and Kyu-Hye Lee
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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

Sustainability, 2021, vol. 13, issue 4, 1-20

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.

Keywords: collaborative fashion consumption; online fashion rental services; benefits; perceived risk; trust; usage intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (13)

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