Influencing factors of wedding dress rental acceptance intention based on perceived risk and perceived value

Abstract

In order to explore the influencing factors of consumers' willingness to accept wedding dress rental in the application of leasing mode, based on the literature review and survey data, the theoretical model of the relationship among the influencing factors, perceived risk, perceived value and rental willingness were constructed, the hypothesis was proposed, and the factor and regression analysis method was adopted to verify the relationship and influence. The results show that wedding dress rental knowledge, rental service, rental experience, showing off psychology and wedding dress use characteristics positively affect the acceptance intention. Perceived risk plays a negative mediating role in influencing factors of wedding dress rental on acceptance intention, while perceived value plays a positive mediating role in influencing factors of wedding dress rental on acceptance intention. The research conclusions and strategy suggestions provide practical enlightenment for the development of wedding dress rental market.

Keywords

• wedding dress rental
• influencing factor
• acceptance intention
• perceived value
• perceived risk