Purpose

With the growing market for luxury fashion rental, we aim to examine how renting luxury fashion is related to consumers' construction of the material self, based on material self-framework. We propose that consumers adopt luxury fashion rentals to construct and manage the personal and social aspects of the material self and that their belief in brand essence facilitates the mechanism.

Design/methodology/approach

A total of 296 responses of US female participants collected from Cloudresearch were analyzed to test the relationships between constructs in the proposed model.

Findings

The results, using structural equation modeling analysis, supported the expected relationships. Specifically, whereas the social material self directly increased adoption intention, the personal material self indirectly increased such intention via the belief that rented luxury items preserve brand essence.

Originality/value

Our findings advance the literature by showing how the self is constructed and managed in collaborative luxury fashion consumption, from self-identity perspective. The current research reveals the important roles of two aspects of material self that respectively contribute to consumers' adoption of luxury fashion rentals.

Research limitations/implications

This study empirically tests the material self theory in the context of luxury fashion rental and demonstrates the processes of how consumers regard a luxury fashion rental as a tool to construct their identity. This study not only validates the two-structure model of material self (social and personal), but also incorporate the role of brand essence in revealing how the two facets of material self differently facilitate luxury fashion rental adoption.

中文翻译：

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理解物质自我、品牌本质信仰与奢华时装租赁之间的关系

目的

随着奢侈时装租赁市场的不断增长，我们旨在基于物质自我框架来研究奢侈时装租赁与消费者物质自我构建之间的关系。我们建议消费者通过奢侈时装租赁来构建和管理物质自我的个人和社会方面，并且他们对品牌本质的信仰促进了这一机制。

设计/方法论/途径

对从 Cloudresearch 收集的总共 296 份美国女性参与者的回答进行了分析，以测试所提出模型中的结构之间的关系。

发现

使用结构方程模型分析的结果支持了预期的关系。具体来说，社会物质自我直接增加了采用意愿，而个人物质自我通过相信租赁的奢侈品保留了品牌本质而间接增加了这种意愿。

原创性/价值

我们的研究结果通过从自我认同的角度展示了在协作性奢侈时尚消费中如何构建和管理自我，从而推进了文献的发展。目前的研究揭示了物质自我的两个方面的重要作用，分别有助于消费者采用奢侈时尚租赁。

研究局限性/影响

本研究在奢侈时装租赁的背景下实证检验了物质自我理论，并展示了消费者如何将奢侈时装租赁视为构建其身份的工具的过程。这项研究不仅验证了物质自我（社会和个人）的两种结构模型，而且还结合了品牌本质的作用，揭示了物质自我的两个方面如何以不同的方式促进奢侈时尚租赁的采用。