Understanding Purchasing Behavior in Online Shopping: Comparison of Decision-Making Styles for Clothing and Technology Products

While deciding on the product or service to be purchased in online shopping, consumption styles come forefront as much wishes and needs of consumer. In this context, since shopping has its characteristics, traditional decision-making are different from styles. Therefore, study aims examine effect purchasing purchase intention. The research applied clothing technology products. It was also investigated whether impacts intention were observed these groups. sample selected by convenience sampling, individuals with various sociodemographic characteristics who bought two groups included study. data obtained consumers aged 18 over shop survey method. Confirmatory factor analysis (CFA) structural equation modeling (SEM) used analyze 380 participants. SPSS 24.0 program create descriptive statistics, SmartPLS 3.0 for SEM analysis. results revealed that YKB, WIB, WAB positively affect (p