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

International Journal of Consumer Studies - Tập 31 Số 6 - Trang 639-647 - 2007
Kelly Cowart1, Ronald E. Goldsmith1
1College of Business, Florida State University, Tallahassee, USA

Tóm tắt

AbstractApparel 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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