IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i4p1804-d495239.html
   My bibliography  Save this article

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Sae Eun Lee & Hye Jung Jung & Kyu-Hye Lee, 2021. "Motivating Collaborative Consumption in Fashion: Consumer Benefits, Perceived Risks, Service Trust, and Usage Intention of Online Fashion Rental Services," Sustainability, MDPI, vol. 13(4), pages 1-20, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:4:p:1804-:d:495239
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/4/1804/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/4/1804/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Habibi, Mohammad Reza & Davidson, Alexander & Laroche, Michel, 2017. "What managers should know about the sharing economy," Business Horizons, Elsevier, vol. 60(1), pages 113-121.
    2. Jui-Che Tu & Chi-Ling Hu, 2018. "A Study on the Factors Affecting Consumers’ Willingness to Accept Clothing Rentals," Sustainability, MDPI, vol. 10(11), pages 1-30, November.
    3. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    4. Tversky, Amos & Kahneman, Daniel, 1992. "Advances in Prospect Theory: Cumulative Representation of Uncertainty," Journal of Risk and Uncertainty, Springer, vol. 5(4), pages 297-323, October.
    5. Akbar, Payam & Mai, Robert & Hoffmann, Stefan, 2016. "When do materialistic consumers join commercial sharing systems," Journal of Business Research, Elsevier, vol. 69(10), pages 4215-4224.
    6. Juho Hamari & Mimmi Sjöklint & Antti Ukkonen, 2016. "The sharing economy: Why people participate in collaborative consumption," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 67(9), pages 2047-2059, September.
    7. Richard H. Thaler, 2008. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, vol. 27(1), pages 15-25, 01-02.
    8. Casidy, Riza & Wymer, Walter, 2016. "A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 189-197.
    9. Roos, Daniel & Hahn, Rüdiger, 2017. "Does shared consumption affect consumers' values, attitudes, and norms? A panel study," Journal of Business Research, Elsevier, vol. 77(C), pages 113-123.
    10. Nadeem, Waqar & Khani, Amir H. & Schultz, Carsten D. & Adam, Nawal Abdalla & Attar, Razaz Waheeb & Hajli, Nick, 2020. "How social presence drives commitment and loyalty with online brand communities? the role of social commerce trust," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    11. Peter, J Paul & Tarpey, Lawrence X, Sr, 1975. "A Comparative Analysis of Three Consumer Decision Strategies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(1), pages 29-37, June.
    12. Ferraro, Carla & Sands, Sean & Brace-Govan, Jan, 2016. "The role of fashionability in second-hand shopping motivations," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 262-268.
    13. Guangling Zhang & Liying Wang & Pengfei Shi, 2019. "Research on Sharing Intention Formation Mechanism Based on the Burden of Ownership and Fashion Consciousness," Sustainability, MDPI, vol. 11(4), pages 1-15, February.
    14. Chih-Chun Lai & Ching-Erh Chang, 2020. "Clothing Disposal Behavior of Taiwanese Consumers with Respect to Environmental Protection and Sustainability," Sustainability, MDPI, vol. 12(22), pages 1-14, November.
    15. Cristiano Codagnone & Bertin Martens, 2016. "Scoping the Sharing Economy: Origins, Definitions, Impact and Regulatory Issues," JRC Working Papers on Digital Economy 2016-01, Joint Research Centre.
    16. Kathan, Wolfgang & Matzler, Kurt & Veider, Viktoria, 2016. "The sharing economy: Your business model's friend or foe?," Business Horizons, Elsevier, vol. 59(6), pages 663-672.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Cindy Helinski & Gerhard Schewe, 2022. "The Influence of Consumer Preferences and Perceived Benefits in the Context of B2C Fashion Renting Intentions of Young Women," Sustainability, MDPI, vol. 14(15), pages 1-25, August.
    2. Lindsay McCoy & Yuan-Ting Wang & Ting Chi, 2021. "Why Is Collaborative Apparel Consumption Gaining Popularity? An Empirical Study of US Gen Z Consumers," Sustainability, MDPI, vol. 13(15), pages 1-18, July.
    3. Jun Xu & Yun Zhou & Lei Jiang & Lei Shen, 2022. "Exploring Sustainable Fashion Consumption Behavior in the Post-Pandemic Era: Changes in the Antecedents of Second-Hand Clothing-Sharing in China," Sustainability, MDPI, vol. 14(15), pages 1-20, August.
    4. Pei-Hsin Lin & Wun-Hwa Chen, 2022. "Factors That Influence Consumers’ Sustainable Apparel Purchase Intention: The Moderating Effect of Generational Cohorts," Sustainability, MDPI, vol. 14(14), pages 1-14, July.
    5. Linda Heejung Lho & Wei Quan & Jongsik Yu & Heesup Han, 2022. "The sharing economy in the hospitality sector: The role of social interaction, social presence, and reciprocity in eliciting satisfaction and continuance behavior," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-12, December.
    6. Michalak Szymon & Bartkowiak Paweł & Ankiel Magdalena & Olejniczak Tomasz & Stachowiak-Krzyżan Magda, 2022. "Motives for the Usage of Collaborative Fashion Consumption Online Platforms," Marketing of Scientific and Research Organizations, Sciendo, vol. 44(2), pages 41-66, June.
    7. Fe Yoo & Hye Jung Jung & Kyung Wha Oh, 2021. "Motivators and Barriers for Buying Intention of Upcycled Fashion Products in China," Sustainability, MDPI, vol. 13(5), pages 1-19, February.
    8. Ting Chi & Victoria Gonzalez & Justin Janke & Mya Phan & Weronika Wojdyla, 2023. "Unveiling the Soaring Trend of Fashion Rental Services: A U.S. Consumer Perspective," Sustainability, MDPI, vol. 15(19), pages 1-21, September.
    9. Jain, Ritu & Jain, Kokil & Behl, Abhishek & Pereira, Vijay & Del Giudice, Manlio & Vrontis, Demetris, 2022. "Mainstreaming fashion rental consumption: A systematic and thematic review of literature," Journal of Business Research, Elsevier, vol. 139(C), pages 1525-1539.
    10. Yanwen Ruan & Yingjiao Xu & Hanna Lee, 2022. "Consumer Motivations for Luxury Fashion Rental: A Second-Order Factor Analysis Approach," Sustainability, MDPI, vol. 14(12), pages 1-16, June.
    11. Sinha, Neena & Paul, Justin & Singh, Nidhi, 2024. "Mobile payments for bottom of the pyramid: Towards a positive social change," Technological Forecasting and Social Change, Elsevier, vol. 202(C).
    12. Evans, Freya & Grimmer, Louise & Grimmer, Martin, 2022. "Consumer orientations of secondhand fashion shoppers: The role of shopping frequency and store type," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Khalek, Sk Abu & Chakraborty, Anirban, 2023. "Access or collaboration? A typology of sharing economy," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).
    2. Lutz, Christoph & Newlands, Gemma, 2018. "Consumer segmentation within the sharing economy: The case of Airbnb," Journal of Business Research, Elsevier, vol. 88(C), pages 187-196.
    3. Hüttel, Alexandra & Balderjahn, Ingo & Hoffmann, Stefan, 2020. "Welfare Beyond Consumption: The Benefits of Having Less," Ecological Economics, Elsevier, vol. 176(C).
    4. Francesca De Canio & Davide Pellegrini & Elisa Martinelli, 2018. "Is the collaborative consumption the new buying? Social and economic aspects influencing collaborative consumption," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(1), pages 19-38.
    5. Ni, Shaowen, 2021. "Collaborative consumption in China: An empirical investigation of its antecedents and consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    6. Anne Bäro & Felix Toepler & Timo Meynhardt & Vivek K. Velamuri, 2022. "Participating in the sharing economy: The role of individual characteristics," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(8), pages 3715-3735, December.
    7. Valentin Clemens & Christopher Albert Sabel & Johann Nils Foege & Stephan Nüesch, 2022. "System Design Choice in the Sharing Economy: How Different Institutional Logics Drive Consumer Perception and Consumers’ Intention to Use Sharing Systems," Schmalenbach Journal of Business Research, Springer, vol. 74(2), pages 201-234, June.
    8. Lim, Weng Marc, 2020. "The sharing economy: A marketing perspective," Australasian marketing journal, Elsevier, vol. 28(3), pages 4-13.
    9. Laudien, Sven M. & Manuel Guaita Martínez, José & María Martín Martín, José, 2023. "Business models based on sharing fashion and accessories: Qualitative-empirical insights into a new type of sharing economy business models," Journal of Business Research, Elsevier, vol. 157(C).
    10. Stella Yiyan Li & Antje R. H. Graul & John Jianjun Zhu, 2024. "Investigating the disruptiveness of the sharing economy at the individual consumer level: How consumer reflexivity drives re-engagement in sharing," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 164-195, January.
    11. Delgosha, Mohammad Soltani & Hajiheydari, Nastaran, 2020. "On-demand service platforms pro/anti adoption cognition: Examining the context-specific reasons," Journal of Business Research, Elsevier, vol. 121(C), pages 180-194.
    12. Steven Kane Curtis & Matthias Lehner, 2019. "Defining the Sharing Economy for Sustainability," Sustainability, MDPI, vol. 11(3), pages 1-25, January.
    13. Choi, Tsan-Ming & He, Yanyan, 2019. "Peer-to-peer collaborative consumption for fashion products in the sharing economy: Platform operations," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 126(C), pages 49-65.
    14. Wilhelms, Mark-Philipp & Merfeld, Katrin & Henkel, Sven, 2017. "Yours, mine, and ours: A user-centric analysis of opportunities and challenges in peer-to-peer asset sharing," Business Horizons, Elsevier, vol. 60(6), pages 771-781.
    15. Nguyen, Stephanie & Didi Alaoui, Mohamed & Llosa, Sylvie, 2020. "When interchangeability between providers and users makes a difference: The mediating role of social proximity in collaborative services," Journal of Business Research, Elsevier, vol. 121(C), pages 506-515.
    16. Jorge Tello‐Gamarra & Carlai Netto, 2022. "The sharing economy in social media: An institutional analysis in an emerging country," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(4), pages 988-999, June.
    17. repec:dau:papers:123456789/1607 is not listed on IDEAS
    18. Wei, Xiaoyong & Lo, Chris.K.Y. & Jung, Sojin & Choi, Tsan-Ming, 2021. "From co-consumption to co-production: A systematic review and research synthesis of collaborative consumption practices," Journal of Business Research, Elsevier, vol. 129(C), pages 282-294.
    19. Jiang Jiang & Rui Feng & Eldon Y. Li, 2021. "Uncovering the Providers’ Continuance Intention of Participation in the Sharing Economy: A Moderated Mediation Model," Sustainability, MDPI, vol. 13(9), pages 1-22, May.
    20. Piotr Zmyślony & Grzegorz Leszczyński & Anna Waligóra & Wiesław Alejziak, 2020. "The Sharing Economy and Sustainability of Urban Destinations in the (Over)tourism Context: The Social Capital Theory Perspective," Sustainability, MDPI, vol. 12(6), pages 1-26, March.
    21. Xiang, Diandian & Jiao, Guanzhe & Sun, Bin & Peng, Chenming & Ran, Yaxuan, 2022. "Prosumer-to-customer exchange in the sharing economy: Evidence from the P2P accommodation context," Journal of Business Research, Elsevier, vol. 145(C), pages 426-441.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:4:p:1804-:d:495239. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.