의복 소비가치가 패션 렌탈 서비스에 대한 중국 소비자들의 호의도에 미치는 영향 : 물질주의 성향과 자기감시성의 조절효과를 중심으로

Abstract

This study focused on the influence of Chinese female consumers" clothing consumption values on their fashion rental service preferences. The survey was conducted on 310 women in their 20"s and 30"s living in China who are familiar with fashion rental services. A total of 274 surveys were used for the final analysis. For data analysis, SPSS 25.0 statistical package was used to perform exploratory factor analysis, multiple regression analysis, and hierarchical regression. The results of this study were as follows: First, clothing consumption values were found to include social value, fashion value, epistemic value, expressive value, emotional value, and conditional value. Second, the factors that positively affected fashion rental service preferences were social value, fashion value, epistemic value, expressive value, and conditional value. Third, materialism played a positive role in moderating the effect of the emotional value on the preference of fashion rental services. Lastly, self-monitoring played a negative role in moderating the effect of epistemic value on fashion rental service preferences and a positive role in moderating the effect of emotional value on fashion rental service preferences.