Consumer adoption of fashion subscription retailing: antecedents and moderating factors

Abstract

ABSTRACTThe purpose of this study is to investigate consumers' adoption intention of fashion subscription retailing services by using the Technology Acceptance Model. This study also investigated the moderating effect of two shopping relevant traits: hedonic shopping orientation and experiment with appearance. Data for this study was collection via an online survey. Reliability analysis and multiple regression analyses were employed to analyze the data. There are two main findings from this study. First, consumers’ intention to adopt fashion subscription retailing was significantly influenced by their perceived usefulness, including convenience, economic benefits, and style related benefits, perceived ease of use, and perceived enjoyment. Secondly, consumers' hedonic shopping orientation and experiment with appearance exerted moderating effects on consumers' adoption intention. This study not only contributes to the literature by providing empirical evidence on consumer behaviour toward fashion subscription retailing, but also provides managerial insights to the practitioners in their marketing and segmentation efforts.