An investigation of decision-making styles of consumers in China

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

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    78 Citations (Scopus)


    This study investigates Chinese consumers' decision-making styles. The Consumer Style Inventory (CSI) is administered to 387 adult consumers in China. Both an exploratory factor analysis and a confirmatory factor analysis are adopted to validate the CSI inventory. This results in an eighteen-item and seven-factor solution. Findings indicate that five decision-making styles are valid and reliable in Chinese culture: perfectionistic, novelty-fashion conscious, recreational, price conscious, and confused by orerchoice. Cluster analysis is employed to identify prominent market segments. Based on the findings, three segments are formed: trendy and perfectionistic consumer, traditional and pragmatic consumer, as well as confused by overchoice consumer. Marketing and management implications are discussed.

    Original languageEnglish
    Pages (from-to)326-345
    Number of pages20
    JournalJournal of Consumer Affairs
    Issue number2
    Publication statusPublished - 2001

    Scopus Subject Areas

    • Sociology and Political Science
    • Economics, Econometrics and Finance(all)


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