Merchandising/Marketing/Retailing: Management

Consumer Adoption of Fashion Subscription Retailing: The Moderating Effect of Experiment with Appearance

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Abstract

Being a new and nontraditional retailing method in the fashion industry, subscription retailing may bear a high level of perceived risks as well as value-deficits due to unfamiliarity in consumers’ minds, which may deter consumers’ from adopting this service to fulfill their fashion needs. The main purpose of this study was to investigate consumers’ adoption intention of fashion subscription retailing by using the Theory of Planned Behavior (TPB). This research also aimed to investigate the influence of consumers’ personality (experiment with appearance) in their adoption behavior of fashion subscription services. A survey of 300 participants was conducted to collect data for this study. This study found that consumers’ intention to adopt fashion subscription retailing was significantly influenced by their perceived usefulness, including convenience and economic benefit, perceived enjoyment, and subjective norm. Secondly, consumers’ experiment with appearance exerted a moderating effect on consumers’ adoption intention of fashion subscription retailing.

How to Cite:

Tao, Q. & Xu, Y., (2018) “Consumer Adoption of Fashion Subscription Retailing: The Moderating Effect of Experiment with Appearance”, International Textile and Apparel Association Annual Conference Proceedings 75(1).