Is money the biggest driver? Uncovering motives for engaging in online collaborative consumption retail models for apparel

The purpose of this study was to understand the phenomenon of collaborative apparel consumption (CAC) by discovering the consumer motivations for engaging in collaborative consumption and comparing motivations across different modes of CAC. This study focused on the two types of online platforms for CAC that are most relevant to the current apparel industry including online apparel renting and resale sites. Using the grounded theory approach, 38 users of CAC platforms were interviewed. A variety of themes concerning consumer motivations for engaging in CAC emerged from the data. The final eight themes for renting and six themes for resale were categorized into five basic consumer motivations: saving money, saving time, finding desirable product assortment, utility, and no burden of ownership. Specific theoretical and managerial implications are discussed.