{"title":"使用服装订阅租赁服务的决定因素研究:来自中国年轻消费者的视角","authors":"Mon Thu A Myin, Jin Su, H. Wu, Hai-na Shen","doi":"10.1108/yc-06-2022-1547","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThe purpose of this study is to investigate the impacts of Chinese young consumers’ traits (fashion leadership, quality consciousness, price consciousness, environmental consciousness and social media usage) as the external factors on their behavioral intention toward using clothing subscription rental services.\n\n\nDesign/methodology/approach\nQuantitative research was conducted, and empirical data were collected from 255 Chinese college students. Structural equation modeling was conducted to test the proposed hypotheses.\n\n\nFindings\nThe study offered convincing evidence that fashion leadership, price consciousness and social media usage are the three main drivers of Chinese young consumers’ favorable attitudes toward clothing subscription rental services, which together with social norms further lead to their intention to use clothing subscription rental services. Contrary to expectations, the study showed that consumers’ quality consciousness and environmental consciousness have no significant impact on consumer attitudes toward clothing subscription rental services. Moreover, the findings of the study demonstrated the impact of attitude and subjective norms on Chinese young consumers’ intention to use clothing subscription rental services.\n\n\nOriginality/value\nThis study contributes to the literature by integrating additional factors (fashion leadership, quality consciousness, price consciousness, consumer environmental knowledge, social media usage) into the traditional theory of reasoned action model to investigate how Chinese young consumers’ characteristics impact their attitudes and how their attitudes and subjective norms impact their intention toward using clothing subscription rental services.\n","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.5000,"publicationDate":"2022-10-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Investigating the determinants of using clothing subscription rental services: a perspective from Chinese young consumers\",\"authors\":\"Mon Thu A Myin, Jin Su, H. Wu, Hai-na Shen\",\"doi\":\"10.1108/yc-06-2022-1547\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"\\nPurpose\\nThe purpose of this study is to investigate the impacts of Chinese young consumers’ traits (fashion leadership, quality consciousness, price consciousness, environmental consciousness and social media usage) as the external factors on their behavioral intention toward using clothing subscription rental services.\\n\\n\\nDesign/methodology/approach\\nQuantitative research was conducted, and empirical data were collected from 255 Chinese college students. Structural equation modeling was conducted to test the proposed hypotheses.\\n\\n\\nFindings\\nThe study offered convincing evidence that fashion leadership, price consciousness and social media usage are the three main drivers of Chinese young consumers’ favorable attitudes toward clothing subscription rental services, which together with social norms further lead to their intention to use clothing subscription rental services. Contrary to expectations, the study showed that consumers’ quality consciousness and environmental consciousness have no significant impact on consumer attitudes toward clothing subscription rental services. Moreover, the findings of the study demonstrated the impact of attitude and subjective norms on Chinese young consumers’ intention to use clothing subscription rental services.\\n\\n\\nOriginality/value\\nThis study contributes to the literature by integrating additional factors (fashion leadership, quality consciousness, price consciousness, consumer environmental knowledge, social media usage) into the traditional theory of reasoned action model to investigate how Chinese young consumers’ characteristics impact their attitudes and how their attitudes and subjective norms impact their intention toward using clothing subscription rental services.\\n\",\"PeriodicalId\":46660,\"journal\":{\"name\":\"Young Consumers\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.5000,\"publicationDate\":\"2022-10-24\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Young Consumers\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/yc-06-2022-1547\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Young Consumers","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/yc-06-2022-1547","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Investigating the determinants of using clothing subscription rental services: a perspective from Chinese young consumers
Purpose
The purpose of this study is to investigate the impacts of Chinese young consumers’ traits (fashion leadership, quality consciousness, price consciousness, environmental consciousness and social media usage) as the external factors on their behavioral intention toward using clothing subscription rental services.
Design/methodology/approach
Quantitative research was conducted, and empirical data were collected from 255 Chinese college students. Structural equation modeling was conducted to test the proposed hypotheses.
Findings
The study offered convincing evidence that fashion leadership, price consciousness and social media usage are the three main drivers of Chinese young consumers’ favorable attitudes toward clothing subscription rental services, which together with social norms further lead to their intention to use clothing subscription rental services. Contrary to expectations, the study showed that consumers’ quality consciousness and environmental consciousness have no significant impact on consumer attitudes toward clothing subscription rental services. Moreover, the findings of the study demonstrated the impact of attitude and subjective norms on Chinese young consumers’ intention to use clothing subscription rental services.
Originality/value
This study contributes to the literature by integrating additional factors (fashion leadership, quality consciousness, price consciousness, consumer environmental knowledge, social media usage) into the traditional theory of reasoned action model to investigate how Chinese young consumers’ characteristics impact their attitudes and how their attitudes and subjective norms impact their intention toward using clothing subscription rental services.