Consumer Behavior

Exploring Chinese Consumer Traits of Using Clothing Subscription Rental Service

Authors: Mon Thu A Myin (The University of North Carolina at Greensboro) , Huicheng Jeff Wu (University of North Carolina at Greensboro) , Haina Shen (Zhejiang Sci-Tech University) , Jin Su (Univeristy of North Carolina at Greensboro)

Abstract

The purpose of this study is to develop a conceptual model to investigate the impacts of Chinese consumers' traits (fashion leadership, quality consciousness, price consciousness, consumer environmental knowledge, and social media usage) as external factors on consumer behavior toward using clothing subscription rental service.

Keywords: Theory of Planned Behavior, Chinese consumers, renting, Subscription service

How to Cite: Myin, M. A. , Wu, H. J. , Shen, H. & Su, J. (2020) “Exploring Chinese Consumer Traits of Using Clothing Subscription Rental Service”, International Textile and Apparel Association Annual Conference Proceedings. 77(1). doi: https://doi.org/10.31274/itaa.11823