Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Empirical Study of Chinese Consumers Perception-Attitude-Behavior in Clothes Rental Platform

  • Cui, Yu Hua (Academy of Fine Arts, Yanbian University, School of Business) ;
  • Bai, Yu Ling (Beijing Institute of Fashion Technology)
  • Received : 2019.10.25
  • Accepted : 2019.12.23
  • Published : 2019.12.15
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Abstract

This paper aims to stretch the technology acceptance model (TAM) approach by investigating a clothes rental network. One of the understudied geographies of the world economy is the large-scale international trade in clothes, which are consumed by Chinese consumers. An online (www.sojump.com) survey was conducted by including 303 Chinese respondents. Structural equation modeling (SEM) was used to test the proposed hypothesis. The results indicated that external influence has a significant impact on the perceived ease of rental. Furthermore, consumers' perceived ease of rental influences the attitude towards renting, and perceived ease of rental plays a complete mediating role between them. However, external influence has no significant impact on perceived usefulness, and consumers' perceived usefulness has no impact on rental intention. In addition, attitude towards renting works as an indispensable mediation between perception and behavior. This study highlights the role of perception, attitude, behavior on clothes rental, and provides guidance and suggestions for clothes rental platform.

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References

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