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

Abstract

Online apparel renting has become a popular type of consumption. However, the COVID-19 pandemic has disrupted the sharing economy, including online renting. This cross-sectional study examined the effects of expectancy values on intention towards online apparel rental during and after the COVID-19 pandemic and investigated the moderating role of personal traits of fashion leadership. A total of 431 valid samples from college students in the US were collected. Structural equation modeling (SEM) was conducted to test the hypothesized relationships, and moderation analysis was performed to test the moderating effects of fashion leadership. The results indicated that expectancy values affecting consumer intention toward online apparel renting varied during and post-pandemic. The results also indicated that fashion leadership moderated the links between relative advantage and intention to rent apparel online during the pandemic, while it moderated the relationships between compatibility and psychological ownership and intention toward online apparel rental after the pandemic. This study sheds light on the expectancy values that shape consumers’ intentions to rent apparel online, considering moderating effects of fashion leadership from which strategic marketing and communication plans could be developed to enhance consumer experience and engagement and expand the online apparel rental market.