Sharing Economy: Generation Z’s Intention Toward Online Fashion Rental in Vietnam

• 발행기관: 한국유통과학회
• 저자명: Huong Trang PHAM Kim Thu HOANG Thi Thoa NGUYEN Phuong Huyen DO Ma Tin Cho MAR
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.3, 997~1007쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.03.30

영문 초록

The last decade has seen the emergence of the idea of “sharing economy” as people are more aware of environmental issues. Although clothing businesses applying the model of sharing consumption have emerged recently, less research effort has been invested in this topic, especially in investigating young consumers’ intention. The purpose of this study is to investigate factors driving Generation Z consumers’ behavioral intention toward online fashion rental. In this research, a conceptual framework is proposed based on the Theory of Planned Behavior and Technology Acceptance Model. To test the research model and hypotheses, a survey of 375 students and pupils was conducted in Vietnam. All the scales’ reliability and validity were assessed through Cronbach’s Alpha and confirmatory factor analysis. Structural equation modeling was used to assess the relationship among constructs. The study results showed that attitude toward behavior, subjective norm and perceived behavioral control were positive contributors to Gen Z’s intention to use online fashion rental. Besides, the positive relationships between attitude and two other factors – perceived usefulness and perceived ease of use – were also highlighted. Moreover, the findings provided empirical evidence for supporting the positive impact of interpersonal influence, e-WOM, and influencer e-marketing on subjective norm.

목차

1. Introduction

2. Literature Review and Hypothesis Development

3. Research Methodology

4. Research Findings

5. Discussion and Implications

6. Contribution, Limitations, and Future Research Directions

References

키워드

Fashion Rental Generation Z Sharing Economy Planned Behavior Theory Technology Acceptance Model