• 패션비즈니스
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• 제23권6호
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• pp.37-48
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• 2019

This paper aims to stretch the technology acceptance model (TAM) approach by investigating a clothes rental network. One of the understudied geographies of the world economy is the large-scale international trade in clothes, which are consumed by Chinese consumers. An online (www.sojump.com) survey was conducted by including 303 Chinese respondents. Structural equation modeling (SEM) was used to test the proposed hypothesis. The results indicated that external influence has a significant impact on the perceived ease of rental. Furthermore, consumers' perceived ease of rental influences the attitude towards renting, and perceived ease of rental plays a complete mediating role between them. However, external influence has no significant impact on perceived usefulness, and consumers' perceived usefulness has no impact on rental intention. In addition, attitude towards renting works as an indispensable mediation between perception and behavior. This study highlights the role of perception, attitude, behavior on clothes rental, and provides guidance and suggestions for clothes rental platform.

• 대한가정학회지
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• 제24권4호
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• pp.131-138
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• 1986

The present study was designed to explore housing phenomena in relation to rental cost. More specially it attempted 1) to investigate the household, house, rental characteristics, rental cost, renter's subjective evaluation about rental cost and residential behavior, 2) to determine the household, house and rental characteristics which may be used to predict the renter's subjective evaluation about the present rental cost, 3) to determine the relationship between rental cost and residential behavior. Cluster random sampling methods was used, 119 housewives in songdong-gu, were interviewed using a structured questionaire. The major findings were described in detail. In general, results showed that renter's living in house with more serious conditions felt their rental costs a heavy burdenn even when the cost was inexpensive, seemed not able to plan their housing in case of rising of rental costs.

• 복식문화연구
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• 제25권3호
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• pp.405-418
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• 2017

The purpose of this study is to investigate changes in the rental Hanbok market and consumer during the past 10 years. This study was done by analyzing internet news about rental Hanbok and in-depth interview. The results provide basic data that can be used to understand the rental Hanbok market. Results showed the followings: First, the rental Hanbok market has expanded and consists of two types of rental Hanbok; ceremonial and experiential. The experiential Hanbok is new but a big part in rental Hanbok market. It is not existed until 2007 but it accounted for more than 60% of internet news about rental Hanbok in 2016. Second, there is a significant difference in consumer behavior between the two types of rental Hanbok. Ceremonial Hanbok showed consistent consumer behavior between 2006 and 2016. Consumer want to get benefits such as TPO(occasion suitability), economy, exhibition, trendy and exceptionality through renting Hanbok. On the other hand, experiential Hanbok, consumers are motivated by having unique, conformity and sharing memories. Based on these results, different sets of information reveal the unique features of the two types of rental Hanbok. And also needed to develop new designs and marketing strategies for them.

• 한국주거학회논문집
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• 제11권2호
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• pp.51-62
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• 2000

Despite the massive housing production since the 1990's, housing affordability of rental households has not been substantially improved. The objective of this study was to investigate housing consumption behavior of rental households. Numerous literatures pertaining to the subject were thoroughly reviewed. SPSS PC+ for window was used to analyze the data collected to Korea Research Institute for Human Settlements(KRIHS) in 1999. The major findings are highlited as follows: The results shows a statistically significant difference in housing consumption behavior according to household income, the age of householder, number of family. And estimation of the willingness to pay revealed that low income families are influenced on the rental price and the income elasticity of demand is high.

• 패션비즈니스
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• 제23권1호
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• pp.74-88
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• 2019

The purpose of this study is to explore university students' Hanbok rental behavior and to examine factors that influence their intention to rent Hanbok. Questionnaires were distributed in Universities in the Seoul metropolitan area, and the final 202 responses were used for data analysis. For data analysis, descriptive statistics, factor analysis, cluster analysis, t-tests, and multiple regressions analysis were used. Sixty-one percent of those who have experienced Hanbok rental said they rented Hanboks to experience tourism and 22 percent said they rented Hanboks to take pictures, and the main rental places are tourist attractions such as Jeonju Hanok Village. Respondents indicated that the design and color of Hanbok were important product attributes when they consider renting a Hanbok. They also indicated that the opinions of other users posted on the Internet/Social Network were their main source of information for Hanbok rental. The result of cluster analysis showed that there were two groups of Hanbok rental consumers based on clothing consumption values: novelty-seeking group and practicality-seeking group. The two groups were different in terms of few factors of the benefit sought of Hanbok rental, product attributes, and information sources. Regression analysis revealed that traditional culture perception, purpose-built Hanbok pursuit benefit, pragmatic pursuit benefit, attitude toward Hanbok, and the previous Hanbok rental experience significantly affected respondents' intention to rent Hanbok. Based on the results, this study summarizes the key features of each group and provides suggestion for developing strategic marketing activities.

• 한국주거학회:학술대회논문집
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• 한국주거학회 2009년도 추계학술발표대회 논문집
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• pp.156-161
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• 2009

This study was motivated by the fact that the current tendency of social integration in apartment complex is not fully performed its functions as a recovery from the community. The purpose of the study is to provide basic data to be useful for living environment of apartment complex, through comparative analysis of residential conditions, community consciousness, and community facility using behavior of residents in national rental housing and condominium. The results are as follows. 1) Condominium's residents have high level of community consciousness compare to the national rental's. Even though both targets were generally above the average, housing and construction standard are required to reconsider for the enhancing of community consciousness of residents. 2) To activate the use frequency of community facility, the development and operation of the community program and the community space and facilities are constantly considered in the follow-up studies. 3) The more residents have high community consciousness, the more they use the community facilities.

• 한국실내디자인학회논문집
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• 제25권2호
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• pp.112-122
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• 2016

The study aims to furnish the data for the study of invigorating communities of various ages including old people living alone. Furthermore, it seems that the laddering method and kj method can be useful for the study of various attitude survey. This study attempted to extract necessary factors for space for community behavior of elderly people living alone using laddering survey method and KJ rule on a sample of elderly people who live alone in three different rental housings. The keywords that were drawn from the perception survey through laddering were divided into small, middle and large classification using KJ rule. Mostly identical keywords were extracted in the three complexes, implying that there is no difference of perception among the three complexes in this survey. According to the large classification where KJ rule was applied, there were six necessary factors for space for community activity of elderly people living alone in rental housing including spatial consideration, communication, resting space, nature-friendliness, health promotion and Secure identity, which were the same for all of the three complexes.

• The Journal of Asian Finance, Economics and Business
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• 제8권3호
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• pp.997-1007
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• 2021

The last decade has seen the emergence of the idea of "sharing economy" as people are more aware of environmental issues. Although clothing businesses applying the model of sharing consumption have emerged recently, less research effort has been invested in this topic, especially in investigating young consumers' intention. The purpose of this study is to investigate factors driving Generation Z consumers' behavioral intention toward online fashion rental. In this research, a conceptual framework is proposed based on the Theory of Planned Behavior and Technology Acceptance Model. To test the research model and hypotheses, a survey of 375 students and pupils was conducted in Vietnam. All the scales' reliability and validity were assessed through Cronbach's Alpha and confirmatory factor analysis. Structural equation modeling was used to assess the relationship among constructs. The study results showed that attitude toward behavior, subjective norm and perceived behavioral control were positive contributors to Gen Z's intention to use online fashion rental. Besides, the positive relationships between attitude and two other factors - perceived usefulness and perceived ease of use - were also highlighted. Moreover, the findings provided empirical evidence for supporting the positive impact of interpersonal influence, e-WOM, and influencer e-marketing on subjective norm.

• Human Ecology Research
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• 제56권6호
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• pp.555-571
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• 2018

This study identified the characteristics of fashion rental service users as well as analyzed their purchase decision-making processes. A qualitative investigation was conducted through in-depth interviews with 13 women in their 20s-30s who have experienced renting fashion items due to a high interest in fashion. The results of the study are summarized as follows. The need recognition stage analyzed ventilation by mass media, SNS impact, curiosity, saving shopping time and money, awareness of situational necessity, and creation of various styles. The information search stage analyzed how users obtained information from 2 different sources of nonmarketer-dominated sources and marketer-dominated sources. The pre-purchase stage analyzed the evaluation of alternatives in which study participants used 2 evaluation criteria for fashion rental services and fashion rental items. The purchase stage analyzed how participants wait and select desired items (when receiving the notification of rentable items) or select alternative products. The consumption stage examined the usage frequency and usage method. The study divided the post-consumption evaluation stage into 2 categories for evaluation: personal feelings and service. The post-consumption behavior stage analyzed how participants displayed WOM, eWOM and purchase rental product behavior. Clothing shopping orientation of study participants is displayed in 5 dimensions of brand-seeking propensity, individuality-seeking propensity, economic efficiency-seeking propensity, rationality-seeking propensity, and pleasure-seeking propensity. This study identified three main characteristics in the study participants: interest in the fashion, favorable attitude toward used fashion items, consciousness of others.

• 한국주거학회:학술대회논문집
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• 한국주거학회 1994년도 학술발표대회논문집 하
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• pp.43-49
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• 1994

In Korea, the rental apartments for low-income bracket have greatly been built and are being built now. But their management system is quite unstable and the residents' participation in the management is excluded throughly from the beginning. As a result, there are increasing complaints about their low quality of management as well as a self-righteous managerial behavior by the housing company. Therefore, it is required to be managed by residents in the rental apartmenr and especially the organization of management, such as decision making-executing-audition body, should be operated by the residents. To achieve this purpose, the management law should be consolidated into one and the method o imposing the expenses of repairing and maintenance should be improved by The Ministry of Construction and Transportation.