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

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.