Culture as Moderating Effect on Perceived Enjoyment that Affect Customer Attitude to Accept Toy and Equipment Renting for Children

Abstract

Now many millennials are living in a limited space, as property price is increasing every year. Now many millennials prefer experience over owning things. Therefore come access-based consumption, a trend that gains more popular in today's society, in which consumers can have access to new and various items without having to own them. One of access-based consumption is renting, and this concept has been applied in many sectors such fashion, property and recently applied in items for children, as many types of equipment for children are needed temporarily. Through renting, they can be critical in choosing which product to own.The study aims to research the relationship between perceived risk, perceived enjoyment, and attitude toward renting items for children. The online questionnaire was administered to 100 participants. The results are perceived enjoyment were proven play a significant role in influencing consumers attitude to rent items for their children while perceived enjoyment was negatively affected by perceived risk. Culture variables like age, gender, domicile, education and occupation do not moderate perceived enjoyment, but education variable affects perceived enjoyment directly, there is a correlation between perceived enjoyment and respondents' level of education, so the higher someone level education, the better his/her perceived enjoyment. The negative effect of perceived risk on perceived enjoyment should become a concern for toy renting business owners. Moreover, this study has highlighted the essential indicators of perceived enjoyment that influence consumer’s attitude positively.