Consumer behavior in retail is changing due to the adoption of technologies such as the internet and the smartphone. This study, published in Procedia Computer Science, focuses on studying the relationship between young consumers’ decision-making styles and their propensity to shop clothing online with a smartphone. Using the Consumer Styles Inventory (CSI) as a foundation, a survey of young adults identified four key factors; brand consciousness, fashion consciousness, impulsiveness, and recreational shopping behavior, that strongly correlate with the frequency of browsing and purchasing clothing online through smartphone. These findings are important for retailers aiming to increase revenue through mobile shopping solutions.
Demonstrating differences
