近年來，共享經濟不再只局限於房子（如：Airbnb） 、車子（如：iRent, GoShare）或是服務(如：外送平台)，而是延伸到奢侈品租賃，特別在歐美國家相當盛行。奢侈品租賃市場之發展性，可以從2021年Kering 集團大舉投資奢侈品租賃平台Cocoon，以及該平台自2020年以來會員人數增長200%來推測這將成為一大趨勢。透過租賃，消費者在不花費大量金錢的情況下，恣意嘗試各種搭配風格，對於講究獨特性的消費者而言是個新消費模式；在參與重要的社交場所時，也能夠找到合適的搭配，不用擔心購買後不常使用而佔空間或是掉價。然而，在台灣，人們對奢侈品租賃服務的態度仍然未知。本研究旨在分析民眾的內在和外在動機及租賃知覺風險，並將信任作為調節變數，以了解台灣民眾對租賃奢侈品的態度，並探討企業可著重的行銷角度。
透過問卷的分發、回收和數據分析來檢驗研究假設。本研究共回收了318份有效問卷。結構方程模型的分析結果顯示：(1.) 擁有享樂動機、追求獨特、注重社會地位以及省錢動機的消費者對奢侈品租賃的態度有顯著的正向影響；(2.) 感知風險對奢侈品租賃態度有顯著的負向影響；(3.) 當信任水準較高時，感知風險對租賃意願的影響顯著降低，因此企業應考慮如何提高消費者對租賃平台的信任程度，以減少感知風險的負面影響。

In recent years, the sharing economy has transcended traditional boundaries, extending beyond conventional accommodations, transportation, and services to encompass luxury goods rental, particularly prominent in Western countries. The burgeoning potential of the luxury goods rental market is exemplified by Kering Group's substantial investment in the luxury goods rental platform Cocoon in 2021, coupled with the platform's remarkable 200% membership growth since 2020.
Luxury rental allows consumers to experiment with fashion styles without financial commitment, making it appealing for those valuing uniqueness. However, Taiwanese attitudes toward luxury rental services remain unclear. This study aims to explore Taiwanese consumers' attitudes, motivations, perceived risks, and the role of trust, while identifying marketing strategies for luxury rental companies.
The findings of this study conclude to literature as follows. First, consumers with hedonic motives, pursuit of uniqueness, emphasis on social status, and cost-saving motives significantly influence attitudes toward luxury goods rental positively. Second, perceived risk has a significant negative impact on attitudes toward luxury goods rental. Third, the impact of perceived risk to rental intention is low when trust level is high.

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