Sharing economy: Generation Z's intention toward online fashion rental in Vietnam

Pram, Huong Mang and Hoang, Kim Thu and Nguyen, Thi Thoa and Do, Phuong Huyen and Mar, Ma Tin Cho (2021) Sharing economy: Generation Z's intention toward online fashion rental in Vietnam. The Journal of Asian Finance, Economics and Business, 8 (3). pp. 997-1007. ISSN 2288-4637, DOI

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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.

Item Type: Article
Uncontrolled Keywords: Fashion rental; Generation z; Sharing economy; Planned behavior theory; Technology acceptance model
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce > Business
Divisions: Faculty of Business and Economics
Depositing User: Ms Zaharah Ramly
Date Deposited: 29 Aug 2022 08:19
Last Modified: 29 Aug 2022 08:19

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