Characterizing Young Consumer Online Shopping Style: Indonesian Evidence

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