Abstract
In recent years, consumer consumption has undergone massive change. Different consumption forms, such as collaborative consumption or access-based consumption, are on the rise in the environment of the sharing economy. A relatively new field is rental-commerce, in which users rent everyday products via an online website for a fixed period of time and a fixed (e.g. daily or monthly) price. To investigate this new phenomenon, we examined what drives inexperienced users to take part in rental-commerce. Our results showed that sustainability, economic benefits, trust, safety, complexity, and knowledge of rental-commerce serve as predictors of the intention to rent products via a rental-commerce website. Surprisingly, knowledge of terms of use has no significant influence on this behavioral intention. As such, rental-commerce retailers should pay special attention to these results and highlight the advantages to determine users’ willingness to take part in this business model.
Recommended Citation
Fota, Anne; Wagner, Katja; and Schramm-Klein, Hanna, (2019). "WILL RENTING SUBSTITUTE BUYING? DRIVERS OF USER INTENTION TO PARTICIPATE IN RENTAL-COMMERCE". In Proceedings of the 27th European Conference on Information Systems (ECIS), Stockholm & Uppsala, Sweden, June 8-14, 2019. ISBN 978-1-7336325-0-8 Research Papers.
https://aisel.aisnet.org/ecis2019_rp/80