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An Investigation of Chinese Consumers’ Decision-Making Style: Based on Internet Shopping Context

Author: GongYiQing
Tutor: GuoChaoYang
School: Xiamen University
Course: Business management
Keywords: Online shopping Consumer decision-making style
CLC: F224
Type: Master's thesis
Year: 2009
Downloads: 949
Quote: 5
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Abstract

The popularity of the Internet, people's lifestyles and consumer behavior into a number of new elements. Statistics show that the scale of China's Internet users has surpassed the United States to become the world's first, online shopping is become some consumers, especially young people favored way to shop. Currently, the number of users of online shopping in China has reached 74 million. Since the American scholar Sproles and Kendall was first proposed in 1986, consumer decision-making style scale (Consumer Decision-Making Style Inventory, CSI), consumer decision-making style has gradually become an important research topic in the field of marketing. Domestic and foreign scholars on the consumer's decision-making style has conducted a number of empirical studies, which is mainly to cross-cultural comparisons and demographic variables for the study of different purchasing situations relatively lacking. Therefore, the focus of this study is to explore the consumer decision-making style characteristics of Chinese consumers in this new online shopping shopping contexts, showing possible influencing factors, has important theoretical and practical significance. Selected online shopping scenario research perspective, China's online shopping population study, a large-scale survey carried out on the network, in-depth understanding of Chinese consumers' online shopping decision-making style and its influencing factors, and conclusions marketing and management to provide some references and recommendations for marketing academic research and management practice. CSI Scale Sproles Kendall designed according to the online shopping scenario to transform, summed up the decision-making styles of Chinese online shoppers find novelty - popular cognitive habits - brand preference and decision-making troubled by the factor analysis method - information overload, the price sensitive - cautious pursuit-type, high-quality, time-saving and brand recognition - the price is equal to the quality of the performance of the the impulse - careless and shopping pleasures, including nine categories of decision-making style in China's Internet shoppers more significant. In this study, correlation analysis and variance analysis, personal characteristics factors with online shopping behavior characteristics of the decision-making style of Chinese consumers online shopping. The results found that the decision-making style of the of different gender consumers in online shopping the existence of significant differences. In addition, the consumer online shopping frequency, amount, and the purchase of merchandise categories will also affect the decision-making style online shopping, novelty - popular cognitive habits - Brand Preference \and other types of impact is particularly significant.

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