Exploring Non-ownership Apparel Consumption through Online Fashion Product Rental Services: An Application of Institutional Theory
Exploring Non-ownership Apparel Consumption through Online Fashion Product Rental Services: An Application of Institutional Theory
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Date
2015-11-11
Authors
Cook, Sasikarn
Hodges, Nancy
Hodges, Nancy
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Abstract
The purpose of this study was to examine consumers’ use of online fashion product rental services as communicated through social media and interpreted through the framework of Institutional Theory.