The Effect of Consumer Motivations on Purchase Intention of Online Fashion - Sharing Platform

Jessica Won · Boyoung Kim

61 citations0/0 files storedJournal of Asian Finance Economics and Business

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Technology Adoption and User Behaviour Consumer Perception and Purchasing Behavior Sharing Economy and Platforms

Abstract

This study aims to examine the influence of attitudes on customers' intention to participate in online fashion sharing. A framework was proposed to investigate the relationships between consumer motivation, consumer attitude, and purchase intention in the manner of adopting a fashion-sharing platform. Consumer motivations are divided into three categories: utilitarian, hedonic, and ecological. The moderating effects of product replacement cycle (PRC) on consumer attitude and purchase intention are also investigated. Data collection was developed using a web-based survey where 180 consumer respondents from South Korea participated. The results of our analysis indicate that consumers' hedonic and ecological motivations are positively related to favorable consumer attitudes, even when consumers' utilitarian motivation is denied. Consumer attitude is also positively related to purchase intention in the fashion-sharing platform. A moderating effect of PRC is recorded between consumer attitude and purchase intention based on high and low PRC, as well as the effect of ecological motivation and consumer attitude on high PRC. This study enhances knowledge of consumer motivational factors in a fashion-sharing platform and provides insights for service providers to help them improve their target marketing.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 2015The sharing economy: Why people participate in collaborative consumption 2001Hedonic and utilitarian motivations for online retail shopping behavior 2000Consumer Choice between Hedonic and Utilitarian Goods 2015Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again

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