Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Impact of Backstage Information on Consumer Responses for Fashion Sharing Economy Service

무대 후면(Backstage) 정보 제공이 패션 공유경제 서비스에 대한 소비자 반응에 미치는 영향

  • Kim, Taeyoen (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Lee, Ha Kyung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Choo, Ho Jung (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 김태연 (서울대학교 의류학과) ;
  • 이하경 (서울대학교 의류학과) ;
  • 추호정 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2021.03.10
  • Accepted : 2021.07.28
  • Published : 2021.08.31
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Abstract

This research started from hypothesizing that people hesitate to use a fashion sharing economy service due to the consumers' concerns or fears about contagion. The study explores how backstage information can affect consumers' responses to this service, especially their perceived risk and transparency. An online experiment was conducted to test the research questions through Amazon MTurk. The data of 351 participants in total were analyzed. The results show that backstage information, presenting hidden information with images of various product journeys, from packaging to return and laundry, had a positive effect on transparency as well as perceived risk. Both transparency and perceived risk positively affected the service's perceived honesty, and honesty also positively affected consumer engagement. Through the findings that providing backstage information had a positive effect on perceived risk, but the risk had a positive effect on perceived honesty, we can expect the reaction to the information itself to possibly be negative. However, consumers can consider the service as honest at least, which opens the possibility of expecting positive consumer attitudes or responses in a market in the near future.

Keywords

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