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The commercial sharing service (CSS) represents an emerging business model in which users pay a minor fee to rent a product for a short period of time. Fashion CSSs enable individuals to rent various garments and accessories with the goal of enhancing one’s public image while saving money. Marketers have strived to popularize fashion CSSs, but concerns related to contamination have thwarted their efforts. Based on face consciousness theory, this research examines how consumers’ desire to enhance their public image (i.e. to “gain face”) can attenuate the negative impacts of contamination concerns and thus facilitate fashion CSS usage.

Two scenario-based studies were conducted to collect data. Participants were recruited via online survey platforms in mainland China. The hypotheses were tested by partial least squares (PLS) path modeling and linear regression analysis.

The analysis results revealed a two-stage mediation model. Contamination concerns were found to inhibit consumers’ participation in fashion-sharing by increasing their perceived risk, which further decreased the perceived value of the CSS. However, consumers’ desire to gain face can mitigate the negative (direct and indirect) effects of contamination concerns on CSS usage, facilitating CSS adoption.

Our findings suggest that eliciting consumers’ desire to gain face can promote fashion CSS usage and attenuate the negative impacts of contamination concerns. Moreover, consumers are less risk-averse and less concerned about shared pieces being contaminated when they seek to enhance their face through fashion products. Practical implications for fashion marketers are discussed.

While previous research has demonstrated the positive effects of digital business strategies on operational efficiency, financial performance and value creation, little is known about how such strategies influence innovation performance. To address the gap, this paper aims to investigate the impact of a firm’s digital business strategy on its innovation performance.

Drawing on the dynamic capability view, this study examines the mechanism through which a digital business strategy affects innovation performance. Data were collected from 215 firms in China and analyzed using multiple regression and structural equation modeling.

The empirical analysis reveals that a firm’s digital business strategy has positive impacts on both product and process innovation performance. These impacts are partially mediated by knowledge-based dynamic capability. Additionally, a firm’s digital business strategy interacts positively with its entrepreneurial orientation in facilitating knowledge-based dynamic capability. Moreover, market turbulence enhances the strength of this interaction effect. Therefore, entrepreneurial-oriented firms operating in turbulent markets can benefit more from digital business strategies to enhance their knowledge-based dynamic capabilities and consequently improve their innovation performance.

This study contributes to the understanding of how a firm’s digital business strategy interacts with entrepreneurial orientation in turbulent markets to shape knowledge-based dynamic capability, which in turn enhances the firm’s innovation performance.