An Influence of Apparel Purchase Motivation and Life Style on Apparel Leasing Intention-An Environmental Awareness and Apparel Sharing Attitude as the Moderator Factor

• Main Authors: WU,HUI-CHUAN, 吳慧娟
• Other Authors: YANG,YA-TANG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/3v9ns7

碩士 === 致理科技大學 === 企業管理系服務業經營管理碩士班(含碩士在職專班) === 107 === The rise of the fast fashion industry has led people to pursue fashion, change consumer values and habits, trigger excessive consumption, and create an environmental burden. Meanwhile, with the advancement of the Internet science and technology, the rise of environmental awareness, and the popularization of social media, the concept of sharing economy has developed and spread rapidly. The clothing rental in fashion industry has been emerging as well, and the rental platforms for fashion insdustry have been gradually emerging accordingly. According to the market survey, as many as 86.1% of household respondents prefer to"reuse" their unwanted clothes, showing that the overall value of the clothes is not as limited as the image of fast fashion, and even the produce under fast fashion can have extended value. To explopre furtherly, this study tries to examine the influence of consumers’ environmental awareness, clothing sharing attitude, clothing purchase motivation and lifestyle on clothing rental intention under alternative clothing market rental model. In this study, a sample survey was conducted to facilitate the sampling, and a total of 352 valid questionnaires were collected. The data acquired are analysed to report the narrative statistics, reliabilities, and hypotheses are tested by hierarchical regression models. The findings and results include: (1) The purchase of apparel motives has a significant impact on the intention of apparel leasing; (2) Life style has a significant impact on the intention of apparel leasing; (3) Among all the dimensions of clothing purchase motives, environmental awareness reveals moderating effects only on the relationship between entertainment motivation and clothing rental intention; (4) Environmental awareness does not interfere with the relationship bewteen lifestyle and clothing rental intention; (5) Apparel sharing attitude plays a partial moderating role and partially interferes the relationship between clothing purchase of motives and clothing rental intention; and (6) The attitude of clothing sharing has a disturbing effect on the part of the lifestyle. Suggestions and recommendations to the apparel leasing industry are proposed using 7P framwork in marketing based on the findings of this study.