This study examined the psychometric properties of the Electronic Consumer Style Inventory (E-CSI) and investigated heterogeneity in electronic consumer decision-making styles using variable-centered and person-centered approaches. Data were collected from adult online consumers who met predefined inclusion criteria. The dimensional structure of the E-CSI was evaluated using exploratory and confirmatory factor analyses and reliability and construct validity were assessed by using established psychometric criteria. Item functioning was further examined using an Item Response Theory graded response model, that focused on item discrimination and threshold parameters. Latent Profile Analysis was conducted on GRM-derived latent trait estimates to identify homogeneous subgroups of consumers based on decision-making style configurations.

The results supported the E-CSI’s multidimensional structure demonstrating satisfactory reliability and evidence of convergent and discriminant validity. Item response theory analyses indicated generally adequate item discrimination and appropriately ordered threshold parameters across most dimensions. Latent Profile Analysis supported a five-profile solution characterized by distinct relative configurations of innovative orientation, brand value consciousness, trend-sophistication, e-service quality sensitivity, and price sensitivity. In contrast impulsive buying tendency, misperception over choice, and social consciousness demonstrated comparatively stable patterns across profiles. Significant associations were observed between latent profile membership and gender.

he findings demonstrate the utility of integrating advanced psychometric modeling with person-centered segmentation to enhance understanding of online consumer behavior in the Indian context. The study offers actionable insights for e-commerce managers and contributes to applied consumer research by linking robust measurement with meaningful market segmentation.