Motivations and obstacles for fashion renting: a cross-cultural comparison

Abstract

Purpose The purpose of this paper is to identify the influences of perceived enjoyment, perceived risks and attitude on the intention to rent fashion products for both Chinese and American consumers. Furthermore, this study is expected to empirically identify the differences between American and Chinese consumers in terms of motivations for and barriers to fashion renting. Design/methodology/approach Data were collected through online surveys in both the USA and China. Data cleaning generated 412 usable samples in the USA and 301 usable responses in China. A series of t-test analyses and structural equation modeling were conducted to test the proposed hypotheses. Findings Statistical results confirmed the positive influences of perceived enjoyment and attitude on fashion renting intention. In addition, the negative influences of perceived performance risk and social risk on attitude were also affirmed. Moreover, the results indicated that significant differences exist between American and Chinese consumers in terms of perceived risks and enjoyment of fashion renting, as well as attitude toward renting. Further, group comparison testing results discovered that differences existed in the factors influencing the intention to rent fashion products between American and Chinese consumers. Originality/value This study initiates the attempt to investigate the motivations and obstacles for fashion renting intention for both American and Chinese consumers. The cultural comparison between Chinese and American consumers also delivers a comprehensive understanding of the motivations and obstacles behind the intention of fashion renting.

Diverse values of fashion rental service and contamination concern of consumers

“… Benoit, Baker, Bolton, Gruber, and Kandampully (2017) suggested that consumers may find hedonic value by using otherwise unaffordable items. Indeed, enjoyment is one of the strongest contributors to attitudes toward CC in general ( Hamari et al, 2016 ) as well as to domain-specific attitudes toward fashion rental ( Lang et al, 2019 ). Enjoyment is known as a strong driver of consumers’ participation in CC, particularly clothing consumption ( Becker-Leifhold & Iran, 2018 ).…”

“…Enjoyment is known as a strong driver of consumers’ participation in CC, particularly clothing consumption ( Becker-Leifhold & Iran, 2018 ). This is because consumers find the process of renting as a way of treasure hunting that offers the greatest fulfillment and desired outcome at the lowest cost ( Lang et al, 2019 ). In this process, consumers enjoy not only the outcomes of renting but also the process as “a playable activity” to build their own infinite closet.…”

“…CC research finds that attitudes shaped by perceptions of the service influence behavioral intentions (e.g., Hamari et al, 2016 ). Positive links between attitudes and behavioral intentions are also observed specifically in rental contexts (e.g., Becker-Leifhold, 2018 , Lang, 2018 , Lang et al, 2019 , Lee and Chow, 2020 ). Based on multiple studies that examine the positive link between attitudes and behavioral intentions ( Yang and Jolly, 2009 , Yu and Lee, 2019 ), the following hypothesis is developed.…”

“…Contamination concerns are more pronounced for CFC that involves direct contact with one’s skin ( Armstrong et al, 2015 ). Research shows that the acceptance of CFC is negatively influenced by hygiene concerns ( Xu et al, 2014 , Lang et al, 2019 ) lowering evaluations ( Hazée et al, 2019 ). Despite retailers’ effort to ward off negative perceptions by providing careful product handling ( Park & Joyner Armstrong, 2019b ), contamination concerns indeed discourage sharing clothing ( Becker-Leifhold & Iran, 2018 ).…”

Trends in the Fashion Industry. The Perception of Sustainability and Circular Economy: A Gender/Generation Quantitative Approach

“…Today, consumers express a desire to take advantage of a variety of items and models, placing increased attention on sustainability and affordability of sources. More and more consumers prefer to rent clothes rather than buy them [28,29].…”