Track

CB

Presentation Type

Event

Description

Collaborative consumption (CC) has significantly changed the way people consume resources from everyday goods to non-product assets. In the apparel marketplace, four CC modes are currently facilitated: short-term renting, subscription-based renting, swapping, and consigning. However, despite the rapid growth of CC, adoption has been slow particularly in the apparel industry. Based on the endowment effect, this study proposes two antecedents of perceived risk of CC including a sense of ownership and possession-self association, and hypothesizes that these constructs positively affect perceived risk of CC, which in turn impedes adoption of CC. Two additional moderators (consumers' involvement with apparel products, consumers' emotional attachment to apparel) in the relationship between possession-self bond and perceived risk were also suggested. Using the consumer data collected though a US market research firm, the research model was tested across four different CC modes for apparel. The results of hypotheses testing and implications are discussed.

Share

COinS
 
Jan 1st, 12:00 AM

Will "no-ownership" work for apparel? The endowment effect and perceived risk of collaborative consumption

Collaborative consumption (CC) has significantly changed the way people consume resources from everyday goods to non-product assets. In the apparel marketplace, four CC modes are currently facilitated: short-term renting, subscription-based renting, swapping, and consigning. However, despite the rapid growth of CC, adoption has been slow particularly in the apparel industry. Based on the endowment effect, this study proposes two antecedents of perceived risk of CC including a sense of ownership and possession-self association, and hypothesizes that these constructs positively affect perceived risk of CC, which in turn impedes adoption of CC. Two additional moderators (consumers' involvement with apparel products, consumers' emotional attachment to apparel) in the relationship between possession-self bond and perceived risk were also suggested. Using the consumer data collected though a US market research firm, the research model was tested across four different CC modes for apparel. The results of hypotheses testing and implications are discussed.

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.