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The influence of consumer decision‐making styles on online apparel consumption by college students
Author(s) -
Cowart Kelly O.,
Goldsmith Ronald E.
Publication year - 2007
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2007.00615.x
Subject(s) - clothing , advertising , consciousness , consumption (sociology) , sample (material) , quality (philosophy) , business , marketing , psychology , sociology , political science , social science , philosophy , chemistry , epistemology , chromatography , neuroscience , law
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.