Adapting Consumer Style Inventory to Chinese Consumers

Abstract This study examines theapplicability 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. Thefindings 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 isto beapplied to different cultures. Implicationsfor businesspractitioners are discussed and suggestions for future research are provided.

[1]  T. Henthorne,et al.  The PRC:: An Empirical Analysis of Country of Origin Product Perceptions , 1990 .

[2]  Soyeon Shim,et al.  Adolescent consumer decision‐making styles: The consumer socialization perspective , 1996 .

[3]  S. Durvasula,et al.  Consumer Decision Making Styles: A Multi- Country Investigation , 1996 .

[4]  Psychological associations with shopping: A moderator variable perspective , 1994 .

[5]  J. Xiao,et al.  Consumer Decision‐Making Styles of Young‐Adult Chinese , 1998 .

[6]  R. Brislin.  The wording and translation of research instruments. , 1986 .

[7]  George B. Sproles,et al.  A methodology for profiling consumers' decision-making styles , 1986 .

[8]  James C. Anderson,et al.  STRUCTURAL EQUATION MODELING IN PRACTICE: A REVIEW AND RECOMMENDED TWO-STEP APPROACH , 1988 .

[9]  Gilbert A. Churchill.  A Paradigm for Developing Better Measures of Marketing Constructs , 1979 .

[10]  William J. Doll,et al.  A Confirmatory Factor Analysis of the End-User Computing Satisfaction Instrument , 1994, MIS Q..

[11]  E. Carmines,et al.  Analyzing models with unobserved variables: analysis of covariance structures , 1981 .

[12]  Peter M. Bentler,et al.  EQS : structural equations program manual , 1989 .

[13]  Kenneth C. Gehrt,et al.  An exploratory assessment of catalog shopping orientations: The Existence of Convenience and Recreational Segments , 1992 .

[14]  Russell W. Belk,et al.  Becoming a Consumer Society: A Longitudinal and Cross-Cultural Content Analysis of Print Ads from Hong Kong, the People's Republic of China, and Taiwan , 1989 .

[15]  Samuel B. Green,et al.  Exploratory analyses to improve model fit: Errors due to misspecification and a strategy to reduce their occurrence , 1999 .

[16]  Greg Kitzmiller,et al.  INTERNATIONAL MARKETING RESEARCH , 2003 .

[17]  L. W. Murray,et al.  Country and Product Images , 1998 .

[18]  G. P. Stone,et al.  City Shoppers and Urban Identification: Observations on the Social Psychology of City Life , 1954, American Journal of Sociology.

[19]  T. Chan,et al.  An Empirical Analysis of Consumer Decision Processes in the People's Republic of China , 1992 .

[20]  R. Belk,et al.  Learning to Want Things , 1987 .

[21]  Soyeon Shim.  Hispanic and native American adolescents: An exploratory study of their approach to shopping , 1996 .

[22]  J. Jacoby,et al.  Brand Loyalty: Measurement and Management , 1978 .

[23]  Jeanne L. Hafstrom,et al.  Consumer Decision-Making Styles: Comparison Between United States and Korean Young Consumers , 1992 .

[24]  Pradeep K. Korgaonkar,et al.  Consumer shopping orientations, non-store retailers, and consumers' patronage intentions: A multivariate investigation , 1984 .

[25]  Steven Lysonski,et al.  Cross-Cultural Generalizability of a Scale for Profiling Consumers' Decision-Making Styles , 1993 .

[26]  P. Bentler,et al.  Comparative fit indexes in structural models. , 1990, Psychological bulletin.