Adapting consumer style inventory to chinese consumers:A confirmatory factor analysis approach

Noel Y M SIU, Charlie C.L. Wang, Ludwig M K CHANG, Alice S.Y. Hui

Research output: Contribution to journalArticlepeer-review

31 Citations (Scopus)


This study examines the applicability of Sproles and Kendall’s Consumer Style Inventory (CSI) in China. A sample of 357 students and a sample of 387 adult consumers have been used to purify the scale. The dimensions of the CSI were re-examined and validated using confirmatory factor analysis. The findings show that four decision-making styles are relatively stable in our study. They are Perfectionistic, Brand Conscious, Novelty-Fashion Conscious and Recreational. It is suggested that the Price Conscious factor needs to be redeveloped if the CSI is to be applied to different cultures. Implications for businesspracti- tioners are discussed and suggestions for future research are provided.

Original languageEnglish
Pages (from-to)29-47
Number of pages19
JournalJournal of International Consumer Marketing
Issue number2
Publication statusPublished - 1 Jan 2001

Scopus Subject Areas

  • Management Information Systems
  • Marketing

User-Defined Keywords

  • Chi¬na
  • Confirmatory factor analysis
  • Consumer Style Inventory
  • Shopping orientations
  • Validation


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