The role of perceived enjoyment in people’s attitude to accept toy and equipment renting for children: A comparative study between people who have been using the service versus those who have never used the rental service

The results show that psychological risk affects attitude negatively, perceived enjoyment influences on attitude positively, and frugal shopping has some impact on perceived enjoyment and attitude positively. Marketing strategies are suggested for renting business owners by embracing the enjoyment feeling from renting. It is important to promote the benefit of getting new items regularly without having to buy them more often and the benefit of playing and using items beyond their usual shopping budget.