Perceived Risks and Enjoyment: Identifying Barriers and Motivations to Clothing Renting
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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The purpose of this study is to identify how perceived risks impact attitude and perceived enjoyment and further behavioral intention toward clothing rental. A convenience sampling strategy was utilized with an online survey. A consumer panel of the target population was purchased from an online research company. Data cleaning generated 452 usable samples out of 607 returned responses. Scales were developed to measure the variables. All items were measured utilizing a 5-point Likert scale 1= "strongly disagree" to 5= "strongly agree." Structural equation modeling was applied to examine the direct and indirect relationships between perceived risks and clothing renting intentions. Evidence from the study indicates that consumer intentions to rent clothing is encouraged by their attitudes and perceived enjoyment; but impeded by the perceived financial, performance, and psychological risks. Further, the results highlight the mediating role perceived enjoyment has on the negative relationship between perceived risks and clothing renting intentions.