中国老年消费者购物决策风格的实证研究

本文首次将CSI量表用于测量中国老年消费者的购物决策风格。探索性因子分析与验证性因子分析发现,中国老年消费者具有四种购物决策风格,即品牌意识、娱乐享乐、眼花缭乱、追求完美的品质意识。ANOVA分析进一步揭示,中国老年消费者的购物决策风格因子在人口统计特征上具有统计显著性。     

Consumer Decision-Making Styles: Comparison Between United States and Korean Young Consumers

The purpose is to identify decision-making styles of young consumers in Korea and to find if these styles are similar to those of U.S. young consumers. An instrument, based on previous research in the United States, was administered to 310 college students in Korea. Data are factor analyzed and alpha coefficients are computed for scale reliability. Findings indicate the generality of some consumer decision-making styles. Similarities and differences between cultures are discussed, and implications are provided.     

Consumer decision-making styles,involvement, and the intention to participate in online group buying

Recent studies have demonstrated the relevance of consumer decision-making styles and consumer involvement as crucial constructs in understanding online group buying, but none has analyzed their collective impact. This study tests consumer involvement as the mediator in the relationship between consumer intention to participate in online group buying and their decision-making styles. The results show that involvement significantly mediates the relationships between the recreational, hedonistic; price-conscious; habitual, brand loyal; and the confused by over-choice consumer decision-making styles and their intention to participate. Interestingly, the novelty-fashion conscious decision-making style shows a significant direct effect but no mediation through involvement. The study makes substantive contributions toward the online consumer behavior literature and website management. We suggest that website managers maintain consumer involvement at a high level and consider consumer decision-making styles when addressing potential visitors and converting them into buyers. The study describes limitations and implications for future research.     

Consumer Decision-Making Styles as a Function of Individual Learning Styles

The interrelations between individuals' learning styles and their consumer decision-making styles are explored. A Secondary Learning Styles Inventory is developed to measure six characteristics of learning, and a Consumer Styles Inventory is developed to measure eight characteristics of consumer decision making. Significant correlations between 21 of the 48 pairs of learning and consumer decision-making characteristics are found. Implications for the dissemination of consumer education and information are suggested.     

Adolescent consumer decision-making styles: The consumer socialization perspective

This study has attempted to conceptualize the distinct factors that may be said to characterize an adolescent's consumer decision-making style from the perspective of consumer socialization. Eight consumer decision-making styles were proposed to be associated with the influence of socialization agents and antecedent variables (e.g., social structural and developmental variables). Influence of socialization agents was also proposed to be associated with antecedent variables. Survey data (N = 1954) collected from 29 high schools in a southwestern state were examined with the use of a series of stepwise multiple regression analyses. Influence of socialization agents—peers, parents, printed media, TV commercials, and consumer education—clearly played an important role in influencing adolescent consumer decision-making styles. Antecedent variables, especially social structural variables such as gender, ethnicity, main reason for working, and the amount of parental allowance, demonstrated significant correlations with consumer decision-making styles. Antecedent variables, however, were in general found to be only distantly related to the influence of socialization agents. © 1996 John Wiley & Sons, Inc.     

Retail market segmentation: the use of consumer decision-making styles,overall satisfaction and demographics

The objective of the current study was to determine segments of younger and older retail shoppers on the basis of the use of decision-making styles, overall satisfaction and demographic factors. To collect data for this study a structured questionnaire was administered to a sample of 894 urban shoppers residing in two cities in Botswana whose ages were between 18 and 64 years. The shoppers were intercepted in the shopping malls. The unique aspects of this study include the analysis of age differences in the factor structure of consumer decision-making styles as well as the investigation of hybrid segments of the general shopping public using consumer decision-making styles in conjunction with overall satisfaction and demographic factors. Eight decision-making styles emerged for both younger and older shoppers. However, only three styles being Time energy conserving, Perfectionism, and Habitual buying emerged in both age groups. The key findings also reflected that both younger and older shoppers were represented in three segments which were labelled as: uninhibited, functional and laid-back shoppers. Younger shoppers were also classified as recreational quality seekers whilst older shoppers were labelled as novelty–quality seekers. The use of decision-making styles varied significantly across the four segments in each age group. Further differences were observed based on overall satisfaction, education, marital status and income subject to the age group. These results represent a solid attempt to extend knowledge of shopping behaviour in a modern retail sector within a developing country, which is essential for retail mix development and positioning strategies.     

Refinement and re-assessment of the consumer decision-making style instrument

This study examined the psychometric properties of a popular instrument used to measure consumer decision-making styles. The findings of this study were compared to previous studies. An examination of psychometric properties of the instrument revealed that the instrument is not a reliable or valid measure of decision-making styles in both Korea and the United States. New constructs were identified that were in contrast with previous studies. Recommendations for future research are offered.     

A Methodology for Profiling Consumers' Decision-Making Styles

Consumers use a variety of decision-making styles. This paper conceptualizes eight basic characteristics of these styles and develops a Consumer Styles Inventory to measure them empirically. Factor analysis of the Consumer Styles Inventory validates these eight consumer characteristics. A valid and reliable method for presenting a Profile of Consumer Style, based on measures of the eight style characteristics, is described. Unique findings of the research are discussed, and applications of the Consumer Styles Inventory in consumer education, consumer research, and family financial counseling are suggested.     

Chinese consumer decision-making styles: A comparison between the coastal and inland regions

China is rapidly becoming an important market for consumer goods, but relatively little is known about variations in consumer shopping patterns in different regions of China. We employ a cultural materialism perspective in understanding decision-making styles of inland and coastal shoppers. Our findings reveal that consumers in the two regional markets do not differ in utilitarian shopping styles but they do in hedonic shopping styles. Marketers need to understand these differences to be able to market effectively to consumers in different regional markets within China.     

Generation Y female and male decision-making styles in Iran: are they different?

In the early 2000s the Iranian government liberalized investment regulations and many foreign companies entered this high potential market where end-user consumers mainly comprise young people. Unfortunately, there are few studies of shopping behavior. This study compares Generation Y female and male consumer decision-making styles to offer guidelines to Iranian and overseas marketers. Sproles and Kendall's Consumer Styles Inventory (CSI) was adopted. The results show some differences between female and male decision-making styles, suggesting that gender affects shopping behavior. Identification of new traits suggests that CSI cannot be applied without considering socio-cultural factors.     

Male Consumer Decision-Making Styles

The neglect of men in consumer decision-making research is lamentable given the clear evidence that they are an important shopping group and are likely to make shopping decisions differently from women. This study addresses the subject of male decision making using Sproles and Kendall's () Consumer Styles Inventory (CSI). All of the original eight traits and four new traits namely; store-loyal/low-price seeking, time-energy conserving, confused time-restricted and store-promiscuity were identified for men. The study also demonstrated the potential of the CSI for segmenting markets as meaningful and distinct groups of buyers with different decision-making styles were identified. The findings suggest that retailers should appeal to their buyers by improving the efficiency of the shopping process and value perceptions when dealing with male shoppers.     

Psychological associations with shopping: A moderator variable perspective

This article takes a moderator variable perspective on the relationships between two psychological variables: shopper decision-making styles from the consumer behavior literature and the concept of time perceptions as developed in the psychological literature, and shopping behavior, defined as shopping frequency and time spent shopping. Two hypotheses about potential types of moderation are examined to determine if time perceptions moderate relationships between shopper styles and shopping behavior. The finding show that time perceptions operate as a pure moderator for shopping frequency but as a quasimoderator for time spent shopping. © 1994 John Wiley & Sons, Inc.     

The impact of consumer decision‐making styles on consumer confusion in Mauritius: An empirical analysis

This article investigates the effects of consumer decision‐making styles on consumer confusion and harm. While consumer confusion has been well documented in the literature, this investigation attempts to bridge our understanding on its relationship with consumer decision‐making styles. Empirical data was collected from a field survey where 400 consumers selected at 20 supermarkets in Mauritius were asked to respond to a questionnaire measuring three variables under study: consumer confusion, consumer decision‐making styles, and situational factors. Findings from the MANOVA parametric test showed that there is a significant difference between consumer decision‐making styles and consumer confusion. Even when covariate situational factors were controlled through the parametric test MANCOVA, results still showed a significant difference between consumer decision‐making styles and consumer confusion. More specifically, ANCOVA tests showed that the findings were specifically significant for three types of confusion: product confusion, packaging confusion, and product complexity. The study tends to confirm that a consumer's style of decision making does impact on consumer confusion.     

Consumer decision-making of slow moving consumer goods in the age of multi-channels

Currently, consumer decision-making is influenced by the spread of technology that has made multi-channel retailing possible. Multi-channel retailing can be defined as a retailer using a combination of separate and independent channels without any overlap for promoting and selling products and services. This study contributes to three research streams: consumer decision-making, multi-channel retailing and slow-moving consumer goods (SMCG). A theoretical framework is developed to examine the decision-making processes of two groups of consumers, Millennials and Mothers. As the aim of the study was to gain insight into consumer decision-making in the context of multi-channels it was designed to be exploratory and used an abductive approach. The empirical material was mainly collected via interviews in store and consumers’ homes. The interview data are complemented by in-store observations. Our findings show that multi-channels influence consumers’ decision-making and that there are differences between Millennials and Mothers. Different devices and channels are used at different stages of the decision-making process and we claim that they complement, rather than conflict with each other. Retailers need to understand that customers expect omni-channelling, which has a positive impact on brand and sales. We argue that retailers who want to remain competitive will need to move toward omni-channelling.     

Revised CSI and Australian consumers: incorporating ‘innovation’ and ‘automobile purchases’

The first objective of this study was to identify Australian consumers' decision-making styles for automobile purchases. Second, adding an innovation consciousness scale to the original consumer styles inventory (CSI) to assess Australian consumers' car purchase behaviour. Based on a sample of 214 respondents from Australian automobile consumers, exploratory and confirmatory factor analysis was conducted on Sproles and Kendall's (1986) CSI adapted for automobile purchases. As such, the validity of the CSI in the context of high-involvement purchases was tested. The results found that only two factors, ‘brand’ and ‘habitual consciousness’, of the original model were retained and other factors such as ‘investigation process’, ‘information search’, ‘value within budget’ and ‘innovation consciousness’ factors were confirmed for automobile purchase decision-making styles. ‘Innovation consciousness’ was proven to be one of the most reliable and valuable scales for automobile purchase decision-making styles in relation to Australian consumers. The paper also discusses suitable marketing strategies for automobile consumers in Australia. The current research should prove valuable not only to academic researchers but also to automobile companies/managers. The findings will also provide insight into how automobile companies could position themselves with respect to their marketing strategies in Australia.     

Brand popularity as an advertising cue affecting consumer evaluation on sustainable brands: a comparison study of Korea,China, and Russia

This study examines how brand popularity in conjunction with consumers' varied styles of decision-making, as well as other consumer characteristics, can influence the overall evaluation of a sustainable brand. The results of our empirical analysis show that the effect of brand popularity varies widely according to which countries one considers. Here we examined Korea, China, and Russia, and found in each country that popularity significantly influenced consumers' evaluations of sustainable brands, yet in very different aspects. In Korea, when the brand popularity cue was presented, a significant positive influence on consumer evaluation resulted. However, China showed a significant negative influence, while Russia showed neutral, insignificant results. In addition, we found also that both a brand's fashion leadership and its connection with sustainable, conscientious causes can work as moderators. Finally, we found that consumer decision-making style varies not only according to fashion leadership and sustainability involvement, but that each country had a different opinion on sustainability in general. Thus, several important implications for international marketing are here presented.     

Teens' consumer interaction styles: the impact of assertive and aggressive behaviour on attitudes towards marketing practices

Over half‐billion global teens between the ages of 13 and 18 years represent a dynamic opportunity for marketers who wish to grow their businesses and build consumer loyalty. Consumer interaction styles are the consistent behaviour patterns that individuals employ in transactions or exchanges in the marketplace. Assertiveness and aggressiveness represent two distinct interaction styles that enable individuals to achieve a desired outcome. Because teen consumers are an important consumer segment and subscribe to the notion that their voices must be heard, understanding their interaction styles is necessary for businesses and marketers. The purpose of this study was to examine teens' consumer interaction styles according to specific demographic and lifestyle characteristics and investigate the impact of assertive and aggressive interaction styles on attitudes towards marketing practices (i.e. product, retailing, advertising, and pricing). Data were collected from a US teen sample (n = 467) at both rural and urban high schools. Independent t‐tests compared the propensity of teens' assertive and aggressive consumer interaction styles according to specific demographic and lifestyle characteristics. Structural Equation Modeling using AMOS 6.0 program was performed to test the hypothesized relationships. Results indicated that an assertive interaction style was pervasive among US teen consumers, while the aggressive interaction style had disparities according to unique demographic and lifestyle characteristics. Assertive and aggressive interaction styles demonstrated negative influences on teen consumers' attitudes towards products and retailing practices. By interpreting the negative impact of teens' assertive and aggressive consumer interaction styles, marketers can develop effective strategies that appeal to this demanding consumer.     

Examining shopping mall consumer decision-making styles,satisfaction and purchase intention

Understanding consumer decision-making (CDM) styles is essential for market segmentation, positioning and crafting marketing strategies within a market. Few studies have examined the structural relationship among decision-making styles that consumers exhibit during mall shopping, level of satisfaction and purchase intention. The purpose of this study was to examine CDM styles as the antecedents and predictors of level of satisfaction and purchase intention. Based on the Consumer Styles Inventory, eight CDM styles that individual exhibit during shopping mall activities are proposed in terms of utilitarian and hedonic perspectives. We hypothesize these eight CDM styles as a set of predictors of customer satisfaction and purchase intention. A total of 327 valid paper-and-pencil questionnaires were collected from several shopping malls in Kuala Lumpur, Malaysia. Partial least squares (PLS) path modelling approach, a structural equation modelling (PLS-SEM) technique was performed to test the proposed structural relationships. The empirical assessment supports that hedonic shopping styles consumers that exhibit high level of habitual, brand consciousness, fashion consciosness, recreational conscious style have lower levels of satisfaction and purchase intention during mall shopping while novelty and fashion conscious style consumers have lower level of satisfaction but do not unveil lower purchase intention. Utilitarian shopping styles consumers that exhibit high level of price conscious, confused by overchoice and high-quality conscious style have higher levels of satisfaction while impulsive/careless shoppers do not; and while price conscious, impulsive/careless, confused by overchoice consumers have higher levels of purchase intention but the high-quality conscious consumers do not unveil higher purchase intention. Further, there is a positive relationship between satisfaction and purchase intention. The practical and managerial implications are discussed.     

Cross-Cultural Generalizability of a Scale for Profiling Consumers' Decision-Making Styles

Most studies that have developed and validated models and instruments in consumer affairs research have used U.S. samples. As a result, their cross-cultural generalizability remains unknown. This study reports a cross-cultural examination of a scale for profiling consumers' decision-making styles using a New Zealand sample. Examination of the scale's psychometric properties (i.e., dimensionality and reliability) offers general support for the scale's applicability to a different culture. Some differences were detected, however. The paper concludes with a discussion of these differences and the implications of the findings.     

Consumer Attitudes Important in Choosing Lawyers and Accountants According to Decision-Making Style

ABSTRACT

An empirical study, which examines the relationship between consumers' decision-making style and their attitudes toward areas considered important when selecting lawyers and accountants, is described. A scheme, which separates consumer decision-making into categories on the basis of systematic-spontaneous information-gathering and internal-external information-analysis dimensions, is proposed. The information-analysis dimension (internal-external) appears to be the decision-making dimension by which consumers choose legal and accounting services.