TY - JOUR
T1 - Diverse values of fashion rental service and contamination concern of consumers
AU - Baek, Eunsoo
AU - Oh, Ga Eun (Grace)
N1 - Funding Information:
The authors would like to acknowledge the grants provided by The Hong Kong Polytechnic University (Project Code: 1-BE1G); and the Research Grants Council, University Grants Committee Hong Kong (UGC/IDS/16/17).
Publisher Copyright:
© 2020 Elsevier Inc.
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2021/2
Y1 - 2021/2
N2 - Fashion rental service, as a form of collaborative consumption, has gained increasing attention in the fashion industry. However, due to the COVID-19 pandemic, fashion rental businesses need to strategically respond to consumers with heightened contamination concerns. This research aims to understand how diverse consumption values of fashion rental service form attitudes towards the service depending on one's contamination concerns and predict adoption intentions. Structural equation modeling was used to analyze the data (N = 270). The findings suggest that functional, economic, and emotional values significantly increase attitudes leading to adoption intentions. Further, contamination concerns moderate the relationships between values and attitudes as well as attitudes and intentions. The findings enrich the literature of collaborative consumption by integrating theories of consumption value and consumer contamination. Furthermore, the results provide managerial implications for strategic communication of FRS to effectively reach consumers depending on their contamination concern.
AB - Fashion rental service, as a form of collaborative consumption, has gained increasing attention in the fashion industry. However, due to the COVID-19 pandemic, fashion rental businesses need to strategically respond to consumers with heightened contamination concerns. This research aims to understand how diverse consumption values of fashion rental service form attitudes towards the service depending on one's contamination concerns and predict adoption intentions. Structural equation modeling was used to analyze the data (N = 270). The findings suggest that functional, economic, and emotional values significantly increase attitudes leading to adoption intentions. Further, contamination concerns moderate the relationships between values and attitudes as well as attitudes and intentions. The findings enrich the literature of collaborative consumption by integrating theories of consumption value and consumer contamination. Furthermore, the results provide managerial implications for strategic communication of FRS to effectively reach consumers depending on their contamination concern.
KW - Collaborative consumption
KW - Consumption value
KW - Contamination concern
KW - COVID-19
KW - Fashion rental service
KW - Sharing economy
UR - http://www.scopus.com/inward/record.url?scp=85092113246&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2020.09.061
DO - 10.1016/j.jbusres.2020.09.061
M3 - Journal article
AN - SCOPUS:85092113246
SN - 0148-2963
VL - 123
SP - 165
EP - 175
JO - Journal of Business Research
JF - Journal of Business Research
ER -