The influence of consumer decision‐making styles on online apparel consumption by college students

Kelly O. Cowart · Ronald Earl Goldsmith

165 citations0/0 files storedInternational Journal of Consumer Studies

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

Abstract Apparel purchases now constitute one of the fastest‐growing segments of e‐commerce. Thus, there are strong theoretical and managerial reasons to better understand consumer characteristics associated with buying apparel online. This paper investigates motivations for online apparel consumption using the Consumer Styles Inventory. Data from a sample of 357 US college students showed that quality consciousness, brand consciousness, fashion consciousness, hedonistic shopping, impulsiveness and brand loyalty were positively correlated with online apparel shopping. Price sensitivity was negatively correlated with online spending.

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References

1981Designing Research for Application 2002Enticing online consumers: an extended technology acceptance perspective 1986A Methodology for Profiling Consumers' Decision‐Making Styles 1962The Significance of Impulse Buying Today 1999The Internet Shopper 1999A Multivariate Analysis of Web Usage 1999Predictors of online buying behavior 1985A motivation-based shopper typology.

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2013Understanding consumers' responses toward social media advertising and purchase intention toward luxury products 2013Materialism, Attitudes, and Social Media Usage and Their Impact on Purchase Intention of Luxury Fashion Goods Among American and Arab Young Generations 2018Behavioural Aspects Influencing Decision to Purchase Apparels amongst Young Indian Consumers 2019Shopping with the resale value in mind: A study on second‐hand luxury consumers 2016Factors Influencing Online Buying Behavior of College Students: A Qualitative Analysis 2017

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