Tag: Consumer Behavior

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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, 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.

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Situational Factors Influencing Customers’ Credit Use Online: A Behavioral Economic Approach

This study, published in the Proceedings of the 51st Hawaii International Conference on System Sciences, looks at how consumers use credit online, especially when choosing between practical (utilitarian) and enjoyable (hedonic) products. In a simulated shopping experiment with Norwegian university students, participants could either save money to buy a product later or buy it on credit for immediate access. Participants were split into two groups: one saw personalized credit information, and the other did not. Results show that as the wait time increased, people were more likely to buy on credit instead of saving. This behavior matched a pattern called hyperbolic discounting. Also, participants were more willing to use credit for enjoyable products than practical ones. Personalized credit details had a small effect, but findings suggest this could matter more with enjoyable products. This study highlights factors that influence online credit use and points to areas for further research.