Diverse values of fashion rental service and contamination concern of consumers

Eunsoo BAEK, Ga-Eun (Grace) OH*

*Corresponding author for this work

Research output: Journal PublicationsJournal Article (refereed)peer-review

58 Citations (Scopus)


Fashion rental service, as a form of collaborative consumption, has gained increasing attention in the fashion industry. However, due to the COVID-19 pandemic, fashion rental businesses need to strategically respond to consumers with heightened contamination concerns. This research aims to understand how diverse consumption values of fashion rental service form attitudes towards the service depending on one's contamination concerns and predict adoption intentions. Structural equation modeling was used to analyze the data (N = 270). The findings suggest that functional, economic, and emotional values significantly increase attitudes leading to adoption intentions. Further, contamination concerns moderate the relationships between values and attitudes as well as attitudes and intentions. The findings enrich the literature of collaborative consumption by integrating theories of consumption value and consumer contamination. Furthermore, the results provide managerial implications for strategic communication of FRS to effectively reach consumers depending on their contamination concern.

Original languageEnglish
Pages (from-to)165-175
Number of pages11
JournalJournal of Business Research
Early online date7 Oct 2020
Publication statusPublished - Feb 2021
Externally publishedYes

Bibliographical note

Funding Information: The authors would like to acknowledge the grants provided by The Hong Kong Polytechnic University (Project Code: 1-BE1G); and the Research Grants Council, University Grants Committee Hong Kong (UGC/IDS/16/17).

© 2020 Elsevier Inc. All rights reserved.


  • Collaborative consumption
  • Consumption value
  • Contamination concern
  • COVID-19
  • Fashion rental service
  • Sharing economy


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