Consumer Behavior

A Two-Staged SEM-ANN Approach to Understand Consumers’ Use of Fashion Rental Services

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Abstract

Fashion rental services, a business that offers temporary ownership of fashion products with monetary exchange between the business and consumers is gaining popularity among numerous fashion businesses, ranging from mainstream and luxury brands to those built on the subscription business model. A body of work identified factors affecting consumer decisions to use fashion rental services but largely examined linear relationships among them using SEM, overlooking the possibility of nonlinear relationships. This study aims to examine: (1) how key benefits and risks of fashion rental services affect the intention to use the services and (2) whether such relationships are linear or nonlinear. This study theoretically explains both linear and non-linear relationships between predictors (benefits and risks) and consumer intention to use fashion rental services by applying ANN (artificial neural network) and SEM. A sensitivity analysis further presents the order of importance in benefits and risks.

Keywords: Fashion rental services, benefits, risks, SEM, artificial neural network (ANN) analysis

How to Cite:

Lee, Y. & Ha, S., (2024) “A Two-Staged SEM-ANN Approach to Understand Consumers’ Use of Fashion Rental Services”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17476