Characterizing Young Consumer Online Shopping Style: Indonesian Evidence

Arief Helmi (), Rita Komaladewi, Vita Sarasi and Ledy Yolanda
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Arief Helmi: Faculty of Economics and Business, Universitas Padjadjaran, Bandung 40132, Indonesia
Rita Komaladewi: Faculty of Economics and Business, Universitas Padjadjaran, Bandung 40132, Indonesia
Vita Sarasi: Faculty of Economics and Business, Universitas Padjadjaran, Bandung 40132, Indonesia
Ledy Yolanda: Faculty of Economics and Business, Universitas Padjadjaran, Bandung 40132, Indonesia

Sustainability, 2023, vol. 15, issue 5, 1-12

Abstract: Young people make up the majority of online shoppers in Indonesia. The objectives of this study are to characterize the consumer decision-making styles of young internet users and to create a profile of their online shopping styles. A quantitative research approach was used to accomplish the research objectives. The primary data for the study were gathered by sending questionnaires via social media to consumers from Generation Z and millennials who buy goods through e-commerce in Indonesia; 400 people responded. The survey questions were based on the consumer style inventory (CSI). Seven characteristics of Indonesian young consumers’ online shopping styles are identified through factor analysis. According to the findings of this study, young consumers have a hedonic online shopping style in which they prefer high-quality products, seek entertainment when shopping, and are impulsive. Young consumers are obsessed with novelty and branded goods. They frequently have difficulty selecting online stores and products, but they are loyal to specific stores and brands. This study fills the gap by providing a more detailed understanding of the online shopping styles, with the implications of considering shopping styles when promoting the products and designing the user interface and user experience of an e-commerce store.

Keywords: consumer behavior; young consumer; online shopping; shopping style (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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