Effects of perceived benefit on online rental service customer behavior

Due to increasing competition among rental service providers, creating and enhancing perceived value is a critical element for sustainable growth. Given the growing interest in sustainable consumption practices, this paper examines the role of perceived benefit in the online rental industry, particularly the relative impacts of economic, social, and environmental benefits on customer patronage behaviors toward service providers. The proposed model is tested using data from 404 online rental platform customers in the United States. The results of partial least squares structural equation modeling show a positive impact of perceived benefits on both consumer attitude and personal norms. In addition, the impacts of attitude and norms on behavioral intention are confirmed. Finally, differences in customer behaviors between low- and high-frequency rental platform users are identified. The economic benefit on subjective norm is only significant among high-frequency customers.