Investigation of the relationship between decision-making styles and hedonic consumption in the context of online shopping

This study aims to examine the relationship between decision-making styles and hedonic consumption tendencies of online shoppers. In the study, decision-making styles scale and hedonic consumption motives scale were applied to 530 online shoppers. Descriptive statistics, correlation and regression analyses were used to analyze the data. The findings show that there are significant relationships between consumers' decision-making styles and hedonic consumption tendencies. In particular, careful decision-making and avoidant decision-making dimensions were found to have significant effects on the dimension of shopping to make others happy. In addition, self-esteem decision-making dimension was found to have a significant positive effect on the authority and status dimension.