Consumer responses to online fashion renting: exploring the role of cultural differences

Lee, Stacy H.; Huang, Ran

doi:10.1108/ijrdm-04-2020-0142

Cited by 28 publications

(25 citation statements)

References 57 publications

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“…, 2012), there has been little research on the effect of model type on fashion consumer behaviour. This paper contributes substantially to this literature and further expands the understanding of the effect of visual information and static images on consumers, particularly with respect to the visual information anchor (Lee and Huang, 2021; Xue et al. , 2020).…”

Section: Conclusion and Discussionmentioning

confidence: 87%

“…Although there have been numerous studies on the effect of visual information and e-retail information quality on consumers (Hsu et al, 2012), there has been little research on the effect of model type on fashion consumer behaviour. This paper contributes substantially to this literature and further expands the understanding of the effect of visual information and static images on consumers, particularly with respect to the visual information anchor (Lee and Huang, 2021;Xue et al, 2020). In this work, we used approach behaviour to represent consumer behaviour rather than willingness to buy.…”

Section: Theoretical and Managerial Implicationsmentioning

confidence: 99%

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How does model type influence consumer and online fashion retailing?

Liang

Meng

et al. 2021

IJRDM

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PurposeModel's physical attractiveness plays an important role in online shopping. The purpose of this paper is to explore the relationships among model type, consumer's perceived amount of information and consumer's approach behaviour.Design/methodology/approachConstrual level theory and anchoring effect are used to develop hypotheses. The authors conducted an online experiment in China, and 229 females participated in this experiment.FindingsCompared with the professional model, the nonprofessional model triggers consumers' more perceived amount of information and approach behaviour. The latter effect is significantly enhanced in the website retailing context. Moreover, perceived amount of information positively affects approach behaviour.Practical implicationsThe findings can help fashion brands understand the roles of model type and the online retailing context in consumer behaviour. It offers guidance on how to improve its marketing strategy scientifically. It can also provide consumers with suggestions for making objective purchasing decisions.Originality/valueThis study is one of the first to examine the effects of two model types (professional model or nonprofessional model) on consumers' perceived amount of information and approach behaviour within two online retailing contexts (website stores or webcast studio).

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Section: Conclusion and Discussionmentioning

confidence: 87%

Section: Theoretical and Managerial Implicationsmentioning

confidence: 99%

How does model type influence consumer and online fashion retailing?

Liang

Meng

et al. 2021

IJRDM

View full text Add to dashboard Cite

show abstract

“…Cultural differences may impact our findings. First, rent stigma, which has been shown to be prevalent in multiple countries (in United States, Cohen et al, 2009 ; in United Kingdom, Foye et al, 2018 ; in Israel, Kricheli-Katz and Posner, 2020 ), may be weaker in some cultures ( Lee and Huang, 2021 ). Second, our samples in the United States are fairly pro-ownership, in general.…”

Section: Discussionmentioning

confidence: 99%

When Does Sharing Stigmatize? Saving Money (vs. Seeking Variety) Through Access-Based Consumption

Guo

Lamberton

2021

Front. Psychol.

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Access-based services allow financially-constrained individuals to consume a variety of goods and services without the cost of sole ownership. But might there be dangers in communicating about access-based consumption in terms of its affordability, particularly among this segment of consumers? To answer this question, we investigate the effects of framing access-based consumption in terms of two primary benefits: affordability and variety. Results from four studies suggest that although affordability might rationally be of most interest to financially-constrained individuals, framing access-based consumption’s benefits in terms of affordability undermines the happiness they may extract from their consumption relative to framing in terms of variety. This difference emerges because communications focused on affordability re-affirm the negative self-identity financially-constrained individuals perceive as a result of their financial situation. Given these findings, we make clear recommendations for communications related to the access-based economy and this vulnerable set of people.

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“…This may depend on the novelty fashion rental embodies for most consumers, when an activity is not familiar, customers tend to collect information and rely on advice from friends to assess its potential convenience (Schepers and Wetzels, 2007). Differences were also highlighted between American and Chinese consumers on the perceived risks and enjoyment of fashion rental, as well as on attitudes towards renting (Lee and Huangh, 2020; Pantano and Stylos, 2020; Lang et al , 2019). Furthermore, by exploring the benefits and fears of customers towards fashion rental (Lang et al , 2020; Mukendi and Henninger, 2020), it was found that as customers frequently use fashion items to show their social status (Yuan and Shen, 2019), fashion rental provides them with the opportunity to have access to luxury fashion items that they could not otherwise afford.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Digital platforms in fashion rental: a business model analysis

Arrigo

2021

JFMM

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PurposeThe purpose of this paper is to explore the key features of fashion rental from a business model perspective with a focus on the role played by digital platforms.Design/methodology/approachA qualitative research design was used based on multiple case studies of three Italian fashion rental enterprises.FindingsThe findings reveal the key aspects characterizing fashion rental business models and the centrality of digital platforms in value creation, configuration and capture activities. The study also found that fashion rental platforms are likely to exhibit further successful development in the future.Originality/valueThe academic literature on fashion rental has been mainly focussed on examining consumers' motivations and concerns, paying little attention to the enterprise's viewpoint. To date, no previous study has examined fashion rental business models from the retailer's perspective. This paper is the first to explore the key components of fashion rental business models and how digital platforms influence them from the perspective of retailers. The originality of the study is further strengthened by the unique context of analysis, namely, Italy, a leading country for global fashion.

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Consumer responses to online fashion renting: exploring the role of cultural differences

Cited by 28 publications

References 57 publications

How does model type influence consumer and online fashion retailing?

How does model type influence consumer and online fashion retailing?

When Does Sharing Stigmatize? Saving Money (vs. Seeking Variety) Through Access-Based Consumption

Digital platforms in fashion rental: a business model analysis

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