Merchandising/Marketing/Retailing: Management

Antecedents and Moderating Factors for Consumers’ Adoption of Fashion Subscription

  • Qiong Tao (North Carolina State University)
  • Yingjiao Xu (North Carolina State University)


Subscription retailing is a fast-growing innovative online shopping medium. In light of the tremendous growth of subscription services in the fashion retail industry and the limited research on consumer behavior toward this emerging innovative retailing format, it is timely and needed to investigate factors influencing consumers’ adoption intention toward fashion subscription retailing. The purpose of this study is to discover the antecedents of consumers’ adoption intention of fashion subscription services following the Technology Acceptance Model. Additionally, this study aims to investigate the moderating effects of two shopping relevant traits, including hedonic shopping orientation and experiment with appearance. This study found that the influence of consumers’ perceived usefulness, perceived ease of use, and perceived enjoyment of fashion subscription retailing services on their adoption intention. Additionally, the multi-group analyses of the study suggested that the consumers’ perceptions variably influenced adoption intention depending on their shopping related traits.

Keywords: experiment with appearance, adoption intention, hedonic shopping orientation, fashion subscription, technology acceptance model

How to Cite:

Tao, Q. & Xu, Y., (2019) “Antecedents and Moderating Factors for Consumers’ Adoption of Fashion Subscription”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi:

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Published on
15 Dec 2019