Motivations and obstacles for fashion renting: a cross-cultural comparison
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 19 August 2019
Issue publication date: 12 September 2019
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.
Keywords
Citation
Lang, C., Seo, S. and Liu, C. (2019), "Motivations and obstacles for fashion renting: a cross-cultural comparison", Journal of Fashion Marketing and Management, Vol. 23 No. 4, pp. 519-536. https://doi.org/10.1108/JFMM-05-2019-0106
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited