The role of perceived enjoyment in people’s attitude to accept toy and equipment renting for children: A comparative study between people who have been using the service versus those who have never used the rental service

The industrialisation and urbanisation have made goods affordable and quickly to obtain.These create hyper-consumption where we use to buy more than what we need, and so fast discard the things that we buy.Access-based consumption is a trend that gains more popularity in today's society, in which consumer can have access to new and various items without having to own them.One of the access-based consumption is renting, and this concept has been applied in many sectors such as fashion, property and recently it has been applied in items for children since more Millennials are living in limited space and they need to choose which product to own.The study aims to investigate the relationship between perceived risk, frugal shopping, perceived enjoyment and attitude toward renting items for children.The online questionnaire was administered to 100 participants.The results show that psychological risk affects attitude negatively, perceived enjoyment influences on attitude positively, and frugal shopping has some impact on perceived enjoyment and attitude positively.Marketing strategies are suggested for renting business owners by embracing the enjoyment feeling from renting.It is important to promote the benefit of getting new items regularly without having to buy them more often and the benefit of playing and using items beyond their usual shopping budget.