Factors Influencing Millennial customer’s intentions to rental luxury goods in Bangkok Metropolitan Region
Keywords:
Luxury goods; , luxury goods rental services; , incentives to use luxury goods rental services; , circular economy; , sharing economyAbstract
The purpose of this research is to determine which variables influence Millennials' propensity to utilize luxury rental services in Bangkok and the surrounding metropolitan area. An online questionnaire was used to gather data from 280 millennial respondents aged 29–43 who live in Bangkok and the Metropolitan Area. Data were analyzed using multiple regression analysis, the Pearson correlation coefficient, and the Statistical Package for Social Science (SPSS). The desire to utilize luxury rental services is influenced by both internal and external factors, according to the research. External motivations include economic benefits (β = 0.018), social norms (β = 0.169), and social value (β = 0.151). Internal motivations include hedonic benefits (β = 0.246), uniqueness (β = 0.293), and sustainability (β = 0.098).
This research offers insightful information on the variables affecting Millennials' intentions to utilize luxury rental services. These characteristics may help businesses and individuals in the luxury rental market improve their operations and understand customer behavior.
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