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Want it, Rent it: Exploring Attributes Leading to Conversion for Online Furniture Rental Platforms
Indian Institute of Technology (IIT), School of Management and Entrepreneurship, Jodhpur, India
University of Delhi, Faculty of Management Studies, Delhi, India
Author to whom correspondence should be addressed.
J. Theor. Appl. Electron. Commer. Res. 2021, 16(2), 188-207; https://doi.org/10.4067/S0718-18762021000200113 (registering DOI)
Received: 15 December 2019 / Revised: 4 June 2020 / Accepted: 10 August 2020 / Published: 28 October 2020
Online furniture rental platforms are expanding choice and convenience, allowing customers to rent from a wide array of providers with the click of a button or tap of a finger. The business of online furniture rental is undergoing rapid change as new online platforms race to capture markets and customers across most of the metropolitan cities in India. The paper aims to investigate attributes for online furniture rental platforms by proposing and empirically testing platform attributes-conversion model, examine how platform characteristics influence the renting decision of a consumer and how it subsequently lead to conversion. A mix method design was adopted for the study and a pilot study comprising of 341 respondents was carried out. The study focuses on six key attributes - occupational mobility, psychological ownership, complementary services, social gratification, perceived value, and customization, while identifying the most important attributes for renting furniture online.
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