The development of information and communication technologies has contributed to a shift in consumer behaviour, their habits, opinions, activities, and lifestyle. The subject of this paper is to explore the relationship between consumer lifestyle and types of decision-making during online shopping. The paper aims to examine whether and how different lifestyles influence consumer behaviour when making purchasing decisions. The research, conducted using a survey method, included 306 respondents. Using descriptive statistical measures, cross-tabulation, and regression analysis, it was found that different lifestyles influence purchasing decisions in different ways, as well as the tendency towards impulsive buying. The results also suggest that different lifestyles and decision-making styles affect the frequency of online shopping differently. A family-sentimental lifestyle, altruistic, hedonistic, and utilitarian lifestyle are associated with more frequent online shopping, while egocentric and cognitive lifestyle tend to shop online less frequently. Individuals who follow fashion trends are more likely to shop online, whereas those who prefer a confused style are less likely to do so. The value and originality of this study are reflected in the generation of knowledge concerning the influence of lifestyle on consumer behaviour in the context of online purchasing, aimed at developing optimal marketing strategies.
Ivana Aleksić (Wed,) studied this question.