Collaborative Consumption and eWOM - The influence of electronic word of mouth on the valuation of online 
fashion rental services

Yingyu Chen

doi:10.18686/fm.v10i3.14062

Collaborative Consumption and eWOM - The influence of electronic word of mouth on the valuation of online fashion rental services

Yingyu Chen

Abstract

This dissertation investigates the influence of information quality of electronic word of mouth (eWOM), more specifically online
customer reviews on the valuation of fashion rental services, namely on eWOM appeal, the intention to rent clothes on a renting platform,
and the willingness to pay. Additionally, the moderating effect of fashion involvement and the mediating influence of perceived trust in
eWOM was examined on the aforementioned relationship.Results indicate that high eWOM information quality in online customer reviews
leads to greater valuations of fashion rental services. Additionally, higher fashion involvement positively impacts eWOM appeal of
online customer reviews and the intention to rent clothes from a fashion rental platform. Furthermore, individuals with higher fashion involvement are more likely to rent clothes with higher eWOM information quality reviews. Results slightly improved by adding the influence
of the frequency of consuming online reviews to this analysis. Moreover, findings suggest that perceived eWOM trust indirectly influences
the relationship between eWOM information quality and fashion rental service valuations, specifically eWOM appeal and rental intention.

Keywords

Collaborative Consumption; Fashion Rental Services; Electronic Word of Mouth; Online Customer Reviews

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DOI: http://dx.doi.org/10.18686/fm.v10i3.14062

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