Contamination concerns and face consciousness in fashion-sharing services

Purpose The commercial sharing service (CSS) represents an emerging business model in which users pay a minor fee to rent a product for a short period of time. Fashion CSSs enable individuals to rent various garments and accessories with the goal of enhancing one’s public image while saving money. Marketers have strived to popularize fashion CSSs, but concerns related to contamination have thwarted their efforts. Based on face consciousness theory, this research examines how consumers’ desire to enhance their public image (i.e. to “gain face”) can attenuate the negative impacts of contamination concerns and thus facilitate fashion CSS usage. Design/methodology/approach Two scenario-based studies were conducted to collect data. Participants were recruited via online survey platforms in mainland China. The hypotheses were tested by partial least squares (PLS) path modeling and linear regression analysis. Findings The analysis results revealed a two-stage mediation model. Contamination concerns were found to inhibit consumers’ participation in fashion-sharing by increasing their perceived risk, which further decreased the perceived value of the CSS. However, consumers’ desire to gain face can mitigate the negative (direct and indirect) effects of contamination concerns on CSS usage, facilitating CSS adoption. Originality/value Our findings suggest that eliciting consumers’ desire to gain face can promote fashion CSS usage and attenuate the negative impacts of contamination concerns. Moreover, consumers are less risk-averse and less concerned about shared pieces being contaminated when they seek to enhance their face through fashion products. Practical implications for fashion marketers are discussed.