Abstract
The purpose of this study was to verify the effects of consumers’shopping value, types of sales promotion, and types of fashion product on use intention of fashion rental service. The study consisted of three-mixed design of 2(shopping value: utilitarian vs. hedonic) x 2(sales promotion: price discount vs. value added) x 2(fashion product: fashion accessories vs. clothing). This study was conducted on 235 female participants in the age range of 20-40 years old in Seoul and Gyeonggi, South Korea. Of the data gathered, 233 responses were used in the final analysis. The results of this study were as follows: First, the types of sales promotion showed a significant impact on consumers’ use intention of a fashion rental service. Second, there was a significant interaction effect between shopping value and sales promotion type, shopping value and the fashion product type, and sales promotion type and fashion product type.
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