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 journalJournal articlepeer-review

    40 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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