Diverse values of fashion rental service and contamination concern of consumers
- Title
- Diverse values of fashion rental service and contamination concern of consumers
- Author
- 백은수
- Keywords
- Fashion rental service; Collaborative consumption; Consumption value; Contamination concern; Sharing economy; COVID-19
- Issue Date
- 2021-02
- Publisher
- ELSEVIER SCIENCE INC
- Citation
- JOURNAL OF BUSINESS RESEARCH, NO 123, Page. 165-175
- 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.
- URI
- https://www.sciencedirect.com/science/article/pii/S0148296320306408?via%3Dihubhttps://repository.hanyang.ac.kr/handle/20.500.11754/176182
- ISSN
- 0148-2963 ; 1873-7978
- DOI
- 10.1016/j.jbusres.2020.09.061
- Appears in Collections:
- COLLEGE OF HUMAN ECOLOGY[S](생활과학대학) > CLOTHING & TEXTILES(의류학과) > Articles
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