The Influence of Consumer Decision-making Styles on Online Apparel Consumption by College Students
Online shopping, apparel, consumer decision-making styles, e-commerce
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.
Digital Object Identifier (DOI)
Citation / Publisher Attribution
International Journal of Consumer Studies, v. 31, issue 6, p. 639-647
Scholar Commons Citation
Cowart, Kelly O. and Goldsmith, Ronald E., "The Influence of Consumer Decision-making Styles on Online Apparel Consumption by College Students" (2007). School of Marketing and Innovation Sarasota Manatee Campus Faculty Publications. 1.
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