Diverse values of fashion rental service and contamination concern of consumers

Eunsoo Baek; Ga-Eun Grace Oh

doi:10.1016/j.jbusres.2020.09.061

Diverse values of fashion rental service and contamination concern of consumers

J Bus Res. 2021 Feb:123:165-175. doi: 10.1016/j.jbusres.2020.09.061. Epub 2020 Oct 7.

Authors

Eunsoo Baek¹, Ga-Eun Grace Oh²

Affiliations

¹ Business Division, Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hong Kong.
² Institute of International Business and Governance, Lee Shau Kee School of Business and Administration, Open University of Hong Kong, Hong Kong.

Abstract

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.

Keywords: COVID-19; Collaborative consumption; Consumption value; Contamination concern; Fashion rental service; Sharing economy.