The relationship between young consumers' decision-making styles and propensity to shop clothing online with a smartphone

Consumer behavior in retail is changing due to the adoption of technologies such as the Internet and the smartphone. This study focuses on studying the relationship between young consumers' decision-making styles and their propensity to shop clothing online with a smartphone. The Consumer Styles Inventory (CSI) is used as base for a survey with young adult students. The results indicate that four out of eight CSI measurements, namely brand consciousness, fashion consciousness, impulsiveness and recreational shopping behavior, positively correlate with the respondents' frequency to look at and/or buy clothing online with a smartphone. These findings are important for retailers that strive to increase economic earnings from mobile technology solutions. Managerial and practical implication are discussed, together with future research.