STM Article Repository

Purpose: The purpose of this paper is to examine: first, whether the consumer style inventory (CSI) consumer decision-making styles were related to opinion seeking using electronic word of mouth (eWOM) in social networking sites (SNSs) and attitudes toward online social shopping using SNSs; and second, whether opinion seeking in SNSs and attitudes mediated the links between decision-making styles and intent to social shop online for apparel using SNSs.

Background: Opinion seeking using eWOM in SNSs represented our operationalization of the search stage of the model. Attitudes represented the alternative evaluation stage. Intent to social shop online for apparel using SNSs represented the purchase stage.

Design/Methodology/Approach: The conceptual foundation was based on Engel, Kollat, and Blackwell’s model. In total, 304 college students who are SNS users provided usable responses. Structural equation modeling was employed to test the proposed model and research hypotheses.

Findings: Among the CSI consumer decision-making styles, novelty/fashion consciousness decision-making style was the most important antecedent of opinion seeking using eWOM. The brand consciousness decision-making style was the most important antecedent of favorable attitudes.

Conclusion: This study contributes to enhancing the theoretical insights into the consumer types attracted to eWOM and their online social shopping behaviors for apparel through SNSs. By identifying individual consumer characteristics, this study offers retailers an initial profile of consumers engaged in apparel shopping through SNSs.