Doctor of Philosophy (PhD)


Textiles, Apparel Design and Merchandising

Document Type



With the rise of online shopping apparel merchandising and retailing has experienced tremendous reformation. In this regard, the online apparel subscription services have become an important trend in a global retailing context. In the U.S. apparel subscription service retailers reported that the market grew by more than 100 percent from 2013 to 2018 and it continues to grow steadily.

The purpose of this study was to investigate the antecedents of online apparel subscription services, and to better understand consumers’ attitudes towards online subscription service items in the context of the extended Unified Theory of Technology Acceptance and Usage (UTAUT2). This study was designed to uncover: Factors that predict why a consumer will use online apparel subscription services, the relationship between age, gender, and shopping orientation and a consumer’s interest in subscribing to a fashion service.

An online survey was administered to 678 users of apparel subscription services in the United States. Data was analyzed to test formulated hypotheses and conceptual framework. Validity and reliability of research scales were assessed. Hypothesized relationships and moderating effects were tested using the SmartPLS software package. Findings showed that individuals will use an apparel subscription service if they find it useful, it offers a quality curated service, is easy to use, offers good value for money and has hedonic value. Online shopping habits and social influences were not found to be influencing factors for the behavioral intention and use of such services. The moderating effect testing results indicated age and gender did not have any influence among the predictor and outcome variables.

The results add to existing literature related to online apparel consumer behavior and posits that retailers should develop and maintain high quality curated service-based subscription service that are useful, ease to use, offer good value for money and hedonic value. Theoretical and practical implications were provided based on research findings.



Committee Chair

Cameron, Bruce