Diverse values of fashion rental service and contamination concern of consumers

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.

Exploring customers' responses to online service failure and recovery strategies during Covid‐19 pandemic: An actor–network theory perspective

“…Research reveals that the evolving Covid‐19 pandemic represents an unprecedented and unanticipated set of challenging circumstances for several business sectors, including hospitality and tourism (Škare et al, 2021 ), airlines (Belhadi et al, 2020 ), education (Brammer & Clark, 2020 ), and the fashion industry (Baek & Oh, 2020 ). Companies initiated and implemented several innovative marketing activities to address the heightened anxiety of their customers during the first and second waves of the pandemic.…”

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

“…Belk [61] also argued that consumers would be reluctant to deal with various risks caused by contamination and hygiene. Baek and Oh [62] have also raised concerns about contamination after COVID-19. Finally, social risks refer to concerns about being ignored or criticized for using rental products from significant others.…”

Socio-technological system of sharing economy

“…In understanding the SE phenomenon, researchers focused on what drives consumer to participate in SE taking consumer centric and technologically focused approach and in the process identifying relevant constructs associated with it (Table 5). [Tussyadiah, Pesonen, 2016] -Ownership [Botsman, Rogers, 2010] -Enjoyment [Hamari, Sjöklint, Ukkonen, 2016] -Personal reputation [Anthony, Smith, Williamson, 2009] -Financial rewards [Lee et al, 2018] -Attitude [Johnson, Mun, Chae, 2016] -Consumption utility -The social media [Ikkala, Lampinen, 2015] -Privacy and security issue [Krasnova et al, 2010] -Egoism [Perren, Stewart, Satornino, 2019] -Authenticity [Lundberg, Ziakas, 2018] -Possessiveness, Materialism [Parguel, Lunardo, Benoit-Moreau, 2017] Extrinsic drive -Environmental concern [Zamani, Sandin, Peters, 2017] -Sustainability [Piscicelli, Cooper, Fisher, 2015;Ertz, Leblanc-Proulx, 2018] -Online platform (quality) [Zervas, Proserpio, Byers, 2017] -Availability [Decrop et al, 2018] -Prestige [Boateng, Kosiba, Okoe, 2019] -Contamination [Baek, Oh, 2021] The Table 5 provides an overview of researchers' perspective in dealing with SE phenomenon and investigating it in isolated stance of either consumer centric [Möhlmann, 2015;Tussyadiah, Pesonen, 2016] or technology focused [Lee et al, 2018] or viewing it as a business model [Botsman, 2014] having certain impact on economy.…”