Consumer Decision-making Styles Research Articles

Developing a Typology of Heritage Site Visitors: A Consumer Styles Inventory Approach

Abstract The purpose of this paper is to examine the behaviour of heritage site visitors using a consumer decision-making styles framework and to identify different groups of visitors based on their behavioural patterns and criteria when selecting a heritage site. To investigate the behaviour of heritage site visitors and identify different groups, an empirical research was conducted. Data were collected from 332 respondents and analysed using descriptive statistics, exploratory and confirmatory factor analysis, Cronbach’s alpha coefficient, and k-means cluster analysis. The current study found that seven out of eight consumer decision-making styles related to visiting heritage sites were identified. In addition, k-means cluster analysis revealed that respondents could be classified into three clusters based on their consumer decision-making styles. These findings have important implications for the marketing strategies of heritage sites. At the end of the paper, implications are discussed and recommendations for future research are suggested.

Street food consumer behaviour decoded: analysing decision-making styles, risk factors and the influential power of social media celebrities

PurposeThis study aims to investigate consumer decision-making styles (CDMS) in the context of street food. In addition to the original CDMS constructs, two additional constructs, namely food safety risks and environmental risks, were included based on relevant literature. Furthermore, the study explores the moderating role of social media celebrities (SMCs) in bridging the intention-behaviour gap in street food consumption behaviour.Design/methodology/approachThe data were collected through an online survey, with 300 participants providing useable responses. Partial least squares (PLS) analysis was employed to analyse the data.FindingsThe findings indicate that out of the eight identified CDMS, six styles, specifically recreational (hedonistic shopping consciousness), price consciousness, novelty-seeking, impulsiveness, confusion due to over-choice and brand loyalty, significantly influence consumers' intention to consume street foods. Additionally, the results support the moderating role of SMCs. This suggests that the presence and influence of SMCs play a significant role in shaping consumers' intention and behaviours towards street food consumption.Originality/valueThis study contributes significantly to the literature by adding two additional constructs, namely safety risks and environmental risks in CDMS. Moreover, this study fulfils the intention-behaviour gap in street food literature by exploring the moderation effect of SMCs.

Decoding Gen Y Online Shopping Patterns: A Model-based Study

Consumer decision-making has been examined extensively by both marketers and researchers. This examination is not only instrumental in identifying market challenges and opportunities but also in strategizing to address these profitably. This particular study aims to fill such a research void by exploring and analysing the factors that contribute to understanding consumer decision-making styles, specifically in the context of online apparel shopping among Indian Generation Y consumers. A sample of 335 Generation Y consumers was surveyed, and exploratory factor analysis was carried out using SPSS 26 to identify the dominant decision-making styles. Following this, confirmatory factor analysis was performed using SPSS AMOS to validate the existence of the model. The outcomes of this study indicate that the decision-making styles of Generation Y are significantly influenced by multiple factors including website quality consciousness, hedonic and incentive motivations, societal and external circumstances, as well as novelty orientation and impulsiveness.

The Relationship Between Consumer Life Orientation and Panic Buying Behavior in the COVID-19 Pandemic Process

The impact of COVID-19, which was declared a pandemic in 2020, has greatly decreased. However, although its lethal effect on humans is low, different variants continue to emerge. The purpose of this research was to examine the relationship between consumer life orientation and panic buying behaviour during the COVID-19 pandemic. Additionally, the effect of consumer life orientation on panic buying behaviour through buying impulsivity, temporal focus, and purchasing risk perception variables was also investigated. In this research, a relational research technique was used to examine the relationship between consumer life orientation and panic buying behaviour. The universe of the research consists of consumers who shop in the retail sector. Since it was not possible to reach all of these consumers within the scope of the research, the research was carried out with the convenience sampling method. In this context, using the data of the online study with n=422 participants, the relationships between the variables were tested, and the hypotheses put forward were theoretically tested. In this research, a questionnaire explaining the latent variables of consumer life orientation, buying impulsivity, temporal focus, purchasing risk perception and panic buying behaviour was used. In the analysis of the data, descriptive statistics, confirmatory factor analysis (CFA) and structural equation modelling (SEM) were performed using statistical package programs. In line with the research findings, it has been determined that the consumer life orientation variable has a statistically significant and moderate effect on panic buying behaviour through buying impulsivity and purchasing risk perception variables (p<0.001) during the COVID-19 pandemic. On the other hand, it was determined that consumer life orientation did not have a statistically significant effect on panic buying behaviour through the temporal focus variable (p>0.005). These findings, which show that life orientation affects purchasing impulsivity and panic buying behaviour through purchasing risk perception, show that there is a positive correlation between consumers’ life orientations and purchasing tendencies. In other words, the COVID-19 Pandemic process caused a change in the life orientations of consumers in psychosocial terms; emotions such as stress, anxiety and uncertainty triggered panic buying behaviour. In similar studies to be conducted in this direction, the relationship between consumer decision-making styles and panic buying behaviour can be examined. In addition, research can be conducted on consumer groups other than the retail sector.

An Investigation of Consumer Decision-Making Styles Among Consumers In North East India.

An Investigation of Consumer Decision-Making Styles Among Consumers In North East India.

Elucidating the role of consumer decision making style on consumers’ purchase intention: The mediating role of emotional advertising using PLS-SEM

The whole purpose of the present research was to advance the comprehension of the mediating effect of emotional advertising on consumer decision-making style and purchase intention. A conceptual framework showing linkages among variables, based on past literature was made which is tested with Partial Least Squares (PLS) procedure on data acquired through a survey based on the structured questionnaire that yielded 525 respondents across India. For stimulation purposes, we selected the ten most watched advertisements on YouTube in India in a month. It was found that customer style inventory (CSI) influences purchase decisions. It was also found that customers’ responses towards emotional advertising and the attitude that develop through that are mediating consumer decision-making style and purchase intention. More research is required to find the degree of influence on each consumer's decision-making style through emotional advertising. It is also necessary to conduct research separately across different industries. The findings propose that the relationship between consumer style inventory (CSI) is seen to influence purchasing intention. Further, their response toward emotional advertising and the consequent attitude that develops mediate their consumer decision-making style and purchase intention (PI) can be influenced and mold the attitude of consumers by using emotions in advertising. Moreover, the effect of response towards emotional advertising is the same in both utilitarian and hedonic products which implies, that if a customer is going to respond positively towards emotional advertisement, he will have a positive attitude towards the brand and will show purchase intention. This research study is the first written endeavor to use PLS to test the linkages and mediation effect between CSI and PI.

A Comparative Study of Conspicuous Consumption and Consumer Decision-making Styles among Turkish Consumers

The purpose of this study is to explore the effect of conspicuous consumption and the decision-making styles on Turkish consumers. The study also examines the comparison and of the conspicuous consumption and decision-making styles in the society and what the driven forces that impacts the consumers decision making and conspicuous attempts when intending to purchase. This study also illustrates the understandings of the relativity, comparison and differences between the conspicuous consumption and decision-making styles by understanding the directions and different aspects of consumer behaviours, this helps to generate important directions for future research in the future.

Emotional intelligence and consumer decision-making styles: the mediating role of brand trust and brand loyalty

This paper brings to light emotional intelligence’s impact on consumer decision-making styles during purchases. We show how brand trust (BT) and brand loyalty (BL) act as mediators between emotional intelligence (EI) and decision-making styles. We further indicate how consumers rely on emotional intelligence (EI) when purchasing products or services based on specific decision-making styles and patterns. We examine this issue by selecting customers who shop at the Accra and West Hills Malls. Seven hundred and fifty (750) respondents from the two selected malls comprised the study’s sample size. The respondents were chosen using the simple random and accidental/convenient sampling approach. The study hypotheses were examined using cross-sectional survey data. We use confirmatory factor analysis and structural equation modeling to analyze the data. We exhibit reliable information that emotional intelligence mediates the relationship between BT and BL, while the relationship between brand trust and brand loyalty is more strongly mediated at higher levels of EI. The result indicates a partial mediation between emotional intelligence and decision-making style through brand loyalty. This paper aims to increase knowledge on the importance of emotional intelligence from the perspective of customers through decision-making styles.

Demographic characteristics and consumer decision-making styles: Do they impact fashion product involvement?

Demographic characteristics and consumer decision-making styles: Do they impact fashion product involvement?

MALE AND FEMALE CONSUMER DECISION-MAKING STYLES

Gender plays a significant role in influencing an individual's purchasing decisions all the time in Bangladesh, as it does in virtually every other culture or region. This study was carried out with the intention of determining whether male or female decision-making styles differ in any way. The Consumer Style Inventory (CSI) approaches were used to set the questionnaire in order to collect data from 133 people in Chattogram, Bangladesh. With its 37 items and eight factors, the CSI has been used to identify consumer decision-making styles. The data have been analyzed, and it has been determined that there is no significant difference between male and female decision-making styles. Due to the fact that this study focuses solely on the city of Chattogram, additional culturally diverse cities or nations can be included in future studies.

Characterizing Young Consumer Online Shopping Style: Indonesian Evidence

Young people make up the majority of online shoppers in Indonesia. The objectives of this study are to characterize the consumer decision-making styles of young internet users and to create a profile of their online shopping styles. A quantitative research approach was used to accomplish the research objectives. The primary data for the study were gathered by sending questionnaires via social media to consumers from Generation Z and millennials who buy goods through e-commerce in Indonesia; 400 people responded. The survey questions were based on the consumer style inventory (CSI). Seven characteristics of Indonesian young consumers’ online shopping styles are identified through factor analysis. According to the findings of this study, young consumers have a hedonic online shopping style in which they prefer high-quality products, seek entertainment when shopping, and are impulsive. Young consumers are obsessed with novelty and branded goods. They frequently have difficulty selecting online stores and products, but they are loyal to specific stores and brands. This study fills the gap by providing a more detailed understanding of the online shopping styles, with the implications of considering shopping styles when promoting the products and designing the user interface and user experience of an e-commerce store.

The nexus between brand consciousness and psychological antecedents of consumers’ decision-making styles

The aim of this study was to determine the nexus between brand consciousness and psychological antecedents of consumer decision-making styles of Generation Y consumers in Botswana. Brand Consciousness refers to the degree to which people use brand names to make purchase decisions. The study employed quantitative and causal research. E-questionnaire was employed to collect data from 400 generation Y consumers, of which 320 were successfully selected and tested through purposeful sampling. The study results revealed that there is a positive relationship between brand consciousness and psychological antecedents of consumer decision-making styles and also the research findings indicated that millennial consumers in Botswana identify themselves as independent decision-makers that do not rely on external influence when making their purchasing decisions. The study results also indicated that most Batswana millennials are more cognitive innovators than sensory innovators. It is recommended that retailers must be encouraged to add excitement to shopping amenities to attract and retain millennial sensory innovators. Tangible evidence on future research is also required on the actual effects of modern smart e-shopping on generational transformation from Gen X, and Y to Z.

MARKA ODAKLILIK-KALİTE BİLİNCİ İLE ÇEVRE DUYARLILIĞI İLİŞKİSİNİ X VE Z KUŞAĞI ÜZERİNDEN NİTEL BİR DEĞERLENDİRME

In this research, the relationship between brand orientation-quality awareness, which is a consumer decision-making style, and environmental sensitivity, which is a sustainable consumption behavior, is discussed through the X and Z generations. The data obtained in the research, which was shaped according to the situation pattern in the perspective of qualitative research, were examined with qualitative (thematic coding) content analysis and descriptive content analysis in the MAXQDA 2020 program. According to the results of the analysis, it was observed that the participants in the X generation did not act in the style of brand-oriented-quality awareness decision-making, while it was noted that the Z generation adopted this style of action. It has been observed that the X generation is more in the background than the Z generation in environmental sensitivity behavior. It is thought that the findings regarding the relationship between brand orientation-quality awareness and environmental awareness behavior of both generations are very important.

Consumer Values Shifting in Cross Generation Javanese Consumers in Indonesia: Do Young Consumers Still Uphold Local Wisdom?

This study aims to examine local wisdom of consumer values, and classify and compare consumer values between or across generations of Javanese Baby Boomers, X, Y, and Z. The study employed a mixed-method approach. The data were gathered by conducting in-depth interviews with four Javanese families, and online surveys. All respondents were Javanese consumers, with 103 from Generation Z, 154 from Generation Y, 257 from Generation X, and 17 from Baby Boomers. The total respondents were 531 persons. Data analysis was performed using the one-sample t-test, factor analysis, ANOVA, and the Kruskal-Wallis test. The shift in consumption values did not occur in the Baby Boomer, nor in the X, Y, and Z generations. Most values of Javanese consumers are thriving and are still being held by all generations. The shifting values are about ambition, patience, social recognition, ngalah [to yield or to succumb], ethok-ethok [having an indirect opinion or pretending]. This study provides follow-up implications for further research to link consumer values with other aspects of consumers such as national culture, consumer decision-making style, entrepreneurship, and other socioeconomic aspects.

Revisiting Sproles and Kendall’s Consumer Styles Inventory (CSI) in the 21st Century: A Case of Australian Consumers Decision-Making Styles in the Context of High and Low-Involvement Purchases

There has been considerable research on the investigation of Consumer Decision-Making Styles (CDMS). However, research designs suggested to date mainly replicate the original study by Sproles and Kendall (1986) proposing eight mental characteristics, the Consumer Styles Inventory (CSI). The research aims to develop this approach further and apply the CSI to different product involvement (e.g., high and low) and compare the relationship between product involvement and consumer decision-making styles. Data were collected from 208 Australian respondents using a self-administered questionnaire. Exploratory and confirmatory factor analysis was conducted on the CSI adapted for high and low involvement purchases. The generalisability of the CSI was tested within this context. Results found significant differences between the two product categories and demonstrated a relationship between products and CDMS and that CDMS are governed by consumers’ perceived product involvement. Furthermore, the original CSI can still be a valuable measure to low involvement purchases; however, it is questionable and requires further modification in relation to high involvement purchases. For instance, the addition of new factors such as “environmental sustainability”, “innovation consciousness”, “corporate social responsibility”, etc. with the original scale would help understand CDMS effectively. The findings of this research will expand the scientific literature on the relationship between product involvement and CDMS. Knowing that Australians are ‘rational’ and ‘quality conscious’ buyers, managers can employ CDMS to analyse consumers’ needs and develop segmented marketing messages and strategies.

Research on factors affecting smart choices regarding to a good place to study: A case of young students

Today, university is more than just a place to transmit aspirations; it is also where Generation Z (Gen Z) decides to establish themselves and follow their ambitions. Over the years, the emergence of Gen Z as a new wind has had a significant impact on the evolution of civilization. As a result, the trend of industry selection is altered to varying degrees. Gen Z choose a school that wants to demonstrate its capability by taking new and daring steps in the process of learning and working. For today's gen Z, attending to school is about growing skills as much as learning. Soft skills will be the most useful subject to teach oneself in a variety of areas, FPT University is usually a forerunner in terms of extracurricular activities. The new staff have quickly noticed the dynamic learning atmosphere and numerous practical experiences. Experience seminars and contests tailored to each business. This is an opportunity to acquire a range of skills from successful people in each area. studies with training programs comparable to several colleges throughout the world each major at FPT Univerity is created in accordance with a different standard from industrialized nations. All textbooks for FPT University students are bought from overseas. The multilingual - international atmosphere here becomes one of the draws for applicants, as Gen Z wants to discover new regions and may visit many nations across the world through student exchange programs. English is viewed as a tool rather than a topic at FPT University. Students must achieve English proficiency requirements in order to enroll in. This study also identified four elements that impact Generation Z's decision to attend university, which are as follows: Knowledge in practice, technology, the environment, and gender equality References Abbas, J., Alturki, U., Habib, M., Aldraiweesh, A., & Al-Rahmi, W. M. (2021). 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Li, F. S., Qi, H., & Guo, Q. (2021). Factors influencing Chinese tourism students’ choice of an overseas PhD program. Journal of Hospitality, Leisure, Sport & Tourism Education, 29, 100286. Su, Y., Zhu, Z., Chen, J., Jin, Y., Wang, T., Lin, C. L., & Xu, D. (2021). Factors influencing entrepreneurial intention of university students in China: integrating the perceived university support and theory of planned behavior. Sustainability, 13(8), 4519. Holzer, B. M., Ramuz, O., Minder, C. E., & Zimmerli, L. (2022). Motivation and personality factors of Generation Z high school students aspiring to study human medicine. BMC medical education, 22(1), 1-10. Lai, H. M., Hsieh, P. J., Uden, L., & Yang, C. H. (2021). A multilevel investigation of factors influencing university students’ behavioral engagement in flipped classrooms. Computers & Education, 175, 104318. Li, F. S., Qi, H., & Guo, Q. (2021). 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What’s Stopping You from Migrating to Mobile Tourism Shopping?

ABSTRACT Tourism shopping via mobile applications has revolutionized the tourism industry. The research examined the antecedents to the adoption of mobile tourism shopping (MTS) via an integrated model, consisting of the Mobile Technology Acceptance Model, consumer perception of merchant ethics, consumer decision-making styles, and characteristics of mobile applications. The results were empirically validated via the PLS-SEM-ANN method. The findings indicated that mobile usefulness, mobile ease of use, application quality, and service quality have significant positive correlations with the intention to use MTS, whereas privacy concern has displayed a significant negative relationship. Moreover, source reliability, application reputation, perfectionism, and novelty-fashion consciousness were revealed to be statistically insignificant to the development of adoption intention toward MTS. Furthermore, the ANN results have indicated the existence of a non-linear hidden attribute in the prediction of ANN Model A. The research has generated valuable theoretical implications and practical insights. For one, the advantages that come with the adoption of MTS and the security measures taken by the service providers should be highlighted to the prospects via effective marketing messages to nurture confidence, which can subsequently drive adoption.

Mediating Effect of Materialism on the Relationship between Socialization and Consumer Decision-Making Styles

Despite the importance of materialism as an influencer of consumer value, scant research has focused on its underlying association with socialization and consumer decision-making styles (CDMS). Based on the stimulus–response model, this study examined whether the relationship between socialization and hedonistic and utilitarian types of CDMS is mediated by materialism. Survey data from a sample of 1,050 young consumers from six schools of the national capital region of India were used to test the hypothesis. Confirmatory factor analysis affirmed socialization agents, materialism and CDMS as second-order constructs. Regression analyses were used to assess mediation effects in the relationship between socialization and hedonistic and utilitarian CDMS. Results show that materialism partially mediates the relationship between socialization agents and hedonistic CDMS but fully mediates the relationship between socialization and utilitarian CDMS. The results offer implications for practice and policymakers concerning young consumers. To further generalize the findings of this study, youngsters from different age groups with varying economic backgrounds should be probed. This is the first empirical article to investigate the mediating role of materialism in the context of socialization and CDMS.

Consumer decision-making styles, involvement, and the intention to participate in online group buying

Recent studies have demonstrated the relevance of consumer decision-making styles and consumer involvement as crucial constructs in understanding online group buying, but none has analyzed their collective impact. This study tests consumer involvement as the mediator in the relationship between consumer intention to participate in online group buying and their decision-making styles. The results show that involvement significantly mediates the relationships between the recreational, hedonistic; price-conscious; habitual, brand loyal; and the confused by over-choice consumer decision-making styles and their intention to participate. Interestingly, the novelty-fashion conscious decision-making style shows a significant direct effect but no mediation through involvement. The study makes substantive contributions toward the online consumer behavior literature and website management. We suggest that website managers maintain consumer involvement at a high level and consider consumer decision-making styles when addressing potential visitors and converting them into buyers. The study describes limitations and implications for future research.

Investigating the Relationship Between Consumer's Decision-Making Style and Experiential Values of AR Retailing

This study demonstrates how the consumer’s decision-making style is related to the experiential values of AR retailing by examining how consumer’s decision-making style and experiential values affect their engagement and purchase experience satisfaction. A survey was conducted with 352 participants, and each participant was asked to experience the situation of purchasing cosmetic products using mobile AR technology. The results of the structural equation model show that consumers who have hedonic decision-making style (HDMS) perceive more various dimensions of experiential values compared to those who have utilitarian decision-making style (UDMS). For utilitarian decision makers, only consumers’ return on investment (CROI) significantly affects their purchase experience satisfaction through consumer engagement. On the other hand, hedonic decision makers feel purchase experience satisfaction by perceiving aesthetics, CROI, and service excellence. This research contributes to the existing literature by segmenting consumers into decision-making style and illustrating the underlying mechanism between AR retailing experience and satisfaction.