Track

MM

Presentation Type

Poster

Description

Being a new and nontraditional retailing method in the fashion industry, subscription retailing may bear a high level of perceived risks as well as value-deficits due to unfamiliarity in consumers’ minds, which may deter consumers’ from adopting this service to fulfill their fashion needs. The main purpose of this study was to investigate consumers’ adoption intention of fashion subscription retailing by using the Theory of Planned Behavior (TPB). This research also aimed to investigate the influence of consumers’ personality (experiment with appearance) in their adoption behavior of fashion subscription services. A survey of 300 participants was conducted to collect data for this study. This study found that consumers’ intention to adopt fashion subscription retailing was significantly influenced by their perceived usefulness, including convenience and economic benefit, perceived enjoyment, and subjective norm. Secondly, consumers’ experiment with appearance exerted a moderating effect on consumers’ adoption intention of fashion subscription retailing.

Creative Commons License

Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

Share

COinS
 
Jan 1st, 12:00 AM

Consumer Adoption of Fashion Subscription Retailing: The Moderating Effect of Experiment with Appearance

Being a new and nontraditional retailing method in the fashion industry, subscription retailing may bear a high level of perceived risks as well as value-deficits due to unfamiliarity in consumers’ minds, which may deter consumers’ from adopting this service to fulfill their fashion needs. The main purpose of this study was to investigate consumers’ adoption intention of fashion subscription retailing by using the Theory of Planned Behavior (TPB). This research also aimed to investigate the influence of consumers’ personality (experiment with appearance) in their adoption behavior of fashion subscription services. A survey of 300 participants was conducted to collect data for this study. This study found that consumers’ intention to adopt fashion subscription retailing was significantly influenced by their perceived usefulness, including convenience and economic benefit, perceived enjoyment, and subjective norm. Secondly, consumers’ experiment with appearance exerted a moderating effect on consumers’ adoption intention of fashion subscription retailing.

 

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.