A Study on the Factors Affecting Consumers’ Willingness to Accept Clothing Rentals

Jui-Che Tu and Chi-Ling Hu
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Jui-Che Tu: Master & Doctoral Program, Graduate School of Design, National Yunlin University of Science and Technology, Yunlin 640, Taiwan
Chi-Ling Hu: Master & Doctoral Program, Graduate School of Design, National Yunlin University of Science and Technology, Yunlin 640, Taiwan

Sustainability, 2018, vol. 10, issue 11, 1-30

Abstract: Fashionable clothes resource suppliers are directly linked with resource consumers through the Internet, thus replacing the traditional model. With fashionable clothes as the products for renting, this study helps relevant enterprises understand the factors influencing consumers’ adoption of renting and their attitude and behavioral intention towards clothes renting. Taking the theory of planned behavior as the theoretical foundation, this study thus adopts the technology acceptance model (TAM), the innovation diffusion theory (IDT), the structural equation model (SEM), and the collected information to develop a research methodology that is both theoretical and practical. According to the research results, compatibility matters the most in driving consumers to have a positive assessment and perception of online clothes renting in terms of behavior and attitude. Additionally, personal innovativeness has significant effects and can help relevant enterprises find their target markets. In terms of subjective norm, interpersonal relationship also has a significant influence, showing that consumers today pay much more attention to friends’ information sources. The self-efficacy of the perceived behavioral control also has a noticeable impact. Therefore, relevant enterprises need to consider the operability of online clothes renting to prevent consumers from feeling frustrated in their ability to use it, thus reducing their use intention.

Keywords: theory of planned behavior (TPB); technology acceptance model (TAM); diffusion of innovations (DOI); clothing rental (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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