Consumer responses to online fashion renting: exploring the role of cultural differences

Abstract

PurposeThe purpose of this study is to explore consumer behaviour in the context of online fashion renting by applying the theory of reasoned action (TRA) to online fashion rental services and comparing how consumers perceive online fashion renting in terms of its ecological importance and compatibility with the cultures of the USA and China.Design/methodology/approachQuantitative research was conducted, and 646 data sets were collected from a research firm within three weeks. Prior to launching the main survey, back-and-forth translation processes were engaged for the Chinese survey. To test the proposed hypotheses, structural equation modelling (SEM) and PROCESS models were employed.FindingsThe results suggested that both online fashion renting attitudes and social norms positively influenced online fashion renting intentions. Meanwhile, online fashion renting attitudes were positively impacted by perceived compatibility and perceived ecological importance. The moderating effect of national difference was also examined. Specifically, the positive effect of perceived compatibility on online fashion renting attitudes was stronger in US consumers than in Chinese consumers.Research limitations/implicationsAlthough the findings of this study are valuable, comparing online fashion renting services in East Asian regions can be further explored, or comparing the USA with European countries may yield different results.Originality/valueThis study is one of the few to investigate how consumers engage in and perceive online fashion renting by comparing cultural differences between the USA and China. These two countries were selected because they are the leading countries in online shopping behaviour.