Investigating Expectancy Values in Online Apparel Rental during and after the COVID-19 Pandemic: Moderating Effects of Fashion Leadership

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Kittichai "Tu" Watchravesringkan, Associate Professor (Creator)
The University of North Carolina at Greensboro (UNCG )
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Abstract: Online apparel renting has become a popular type of consumption. However, the COVID-19pandemic has disrupted the sharing economy, including online renting. This cross-sectional studyexamined the effects of expectancy values on intention towards online apparel rental during andafter the COVID-19 pandemic and investigated the moderating role of personal traits of fashionleadership. A total of 431 valid samples from college students in the US were collected. Structuralequation modeling (SEM) was conducted to test the hypothesized relationships, and moderationanalysis was performed to test the moderating effects of fashion leadership. The results indicatedthat expectancy values affecting consumer intention toward online apparel renting varied duringand post-pandemic. The results also indicated that fashion leadership moderated the links betweenrelative advantage and intention to rent apparel online during the pandemic, while it moderated therelationships between compatibility and psychological ownership and intention toward onlineapparel rental after the pandemic. This study sheds light on the expectancy values that shapeconsumers’ intentions to rent apparel online, considering moderating effects of fashion leadershipfrom which strategic marketing and communication plans could be developed to enhanceconsumer experience and engagement and expand the online apparel rental market.

Additional Information

Sustainability, 15(10)
Language: English
Date: 2023
online apparel renting, expectancy value theory, Covid-19 pandemic, fashion leadership, moderating effect

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