Modelling Consumers' Attitude and Intention to use Fashion and Beauty Subscription-Based Online Services (SOS): A TRA Approach

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2017-01-01
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Ramkumar, Bharath
Woo, Hongjoo
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International Textile and Apparel Association (ITAA) Annual Conference Proceedings
Iowa State University Conferences and Symposia

The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.

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A subscription-based online service (SOS) refers to an e-business that provides periodic delivery of a customized box of merchandise directly to the consumer's home for a weekly/monthly fee. Though the SOS industry has grown rapidly, virtually no research exists to explore the factors influencing consumers' intention to use SOS. This study aims at predicting consumers' attitude and intention to use SOS by applying Theory of Reasoned Action (TRA). A structural model of 385 respondents' utilitarian and hedonic motivations, fashion consciousness, consumer innovativeness, desire for unique products, online transaction self-efficacy, attitude, subjective norm and intention to use SOS was developed and tested. The findings revealed that consumers who seek utilitarian and hedonic benefits, and are fashion conscious, with online transaction self-efficacy, will have positive attitudes towards fashion and beauty SOS, leading to an intention to use fashion and beauty SOS. The theoretical and managerial implications of the findings are discussed.

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