dc.contributor.author | Fridén, My | |
dc.contributor.author | Schroth, Hannah | |
dc.date.accessioned | 2018-07-03T08:44:59Z | |
dc.date.available | 2018-07-03T08:44:59Z | |
dc.date.issued | 2018-07-03 | |
dc.identifier.uri | http://hdl.handle.net/2077/56940 | |
dc.description | MSc in Marketing and Consumption | sv |
dc.description.abstract | Motivated by an ambition to contribute to the understanding of apparel consumer behaviour
in an access economy, this paper aims at investigating consumers’ willingness to rent casual
wear by analyzing its drivers. A research model was created, compounded of seven
underlying factors which were hypothesized to have an impact on consumers’ willingness to
rent casual wear; namely identity-signalling behaviour, environmental advantages, economic
advantages, word of mouth, e-word of mouth, product criteria and service criteria. Through
survey data from 278 clothing consumers, the model was empirically assessed and structural
equations modelling was used to test the hypotheses. The result gave insights into which
factors that contributed to explaining consumers’ willingness to rent casual wear, where
identity-signalling was the strongest predictor. Environmental advantages, product criteria,
service criteria and eWoM also contributed to predicting consumers’ willingness to rent
casual wear. Contrarily, economic advantages and WoM did however not significantly
influence consumers’ willingness to rent casual wear. A modified model was discovered,
were identity-signalling behaviour was found as a mediator of environmental advantages and
consumers’ willingness to rent casual wear. The insights contribute to managerial
implications with an apprehension of how to create price-, market-, and operational strategies
for organisations involved with access economy business models. | sv |
dc.language.iso | eng | sv |
dc.relation.ispartofseries | Master Degree Project | sv |
dc.relation.ispartofseries | 2018:163 | sv |
dc.subject | Access economy | sv |
dc.subject | Willingness to rent | sv |
dc.subject | Sustainable business models | sv |
dc.subject | Rental | sv |
dc.subject | Apparel | sv |
dc.subject | Casual wear | sv |
dc.title | To rent or not to rent? Investigating consumers’ willingness to rent casual wear by analysing its drivers | sv |
dc.type | Text | |
dc.setspec.uppsok | SocialBehaviourLaw | |
dc.type.uppsok | H2 | |
dc.contributor.department | University of Gothenburg/Graduate School | eng |
dc.contributor.department | Göteborgs universitet/Graduate School | swe |
dc.type.degree | Master 2-years | |