The Effect of the Perception of Rental Service for Fashion Products on Consumers’ Intention to Use the Rental Service Platform: Focuse on the Customers Who Have Used Sharing Economy Platforms

This study attempted to determine the service perception and intention to use the fashion rental platform. An online survey was conducted on 300 female consumers who had experience using the sharing economy service platform, The survey period was from January 20 to January 31, 2024. For the valid response data provided by all 300 participants, factor analysis, reliability analysis, and regression analysis were performed using SPSS 28.0. The were four service perception factors for the fashion rental service platform: expressiveness, sustainability, economy, and sociability. For casual wear, expressiveness, economy, and social factors had a significant positive effect on the intention to use the fashion rental service platform, but for work clothes, expressiveness, sustainability, and economic factors were found to have the largest effect. Depending on the product group, expressiveness and sociality had a significant positive effect on the intention to use the fashion rental service platform for sports and leisure products, While there was a significant negative effect on sustainability. Expression, economy, and sociality were found to have a significant positive effect on the intention to use the fashion rental service platform for accessories and miscellaneous goods such as jewelry and bags.