In recent years, destination photography has been rapidly growing, yet limited research has examined consumer decision-making from the perspective of apparel rental. This study addresses this gap by investigating how store image influences consumers’ apparel rental intention in the context of travel photography. Based on the SOR framework, seven dimensions of store image-store atmosphere, store location, store promotion, apparel quality, apparel hygiene, price positioning, and service experience-were selected as independent variables, while perceived value and perceived risk were introduced as mediators to construct the theoretical model and conduct empirical analysis. A total of 314 valid survey responses were collected, and structural equation modeling together with bootstrap methods was applied to test the hypotheses.The findings show that: (a) all seven store image dimensions significantly and positively affect consumers’ apparel rental intention, with apparel hygiene and apparel quality being the most influential factors; (b) perceived value partially mediates the effects of store location, store promotion, apparel quality, apparel hygiene, price positioning, and service experience, but not store atmosphere; and (c) perceived risk plays a partial mediating role across all seven paths.By integrating apparel and tourism, this study extends the application of the SOR model in cross-domain consumer research and highlights the strategic significance of apparel rental experiences in destination development and sustainable consumption, offering new perspectives and practical implications for optimizing store image and enhancing competitiveness in the travel photography market.

apparel rental, travel photography, store image, perceived value, perceived risk