Understanding the link between consumer decision-making style and online apparel purchasing

Online apparel consumption is becoming an indispensable consumer apparel buying patterns. Based on consumer purchase decision style theory and the technology acceptance model theory, using cluster analysis, structural equation model and other quantitative analysis tools, this paper try to find out how different decision-making styles making consumers behave different when they are shopping apparel online. The results show that there are three major purchasing decision style consumers, each type behave obviously different from the other two type of consumers. Finally, marketing strategies for online apparel are suggested.