Abstract The study has applied Consumer Styles Inventory (CSI) for the first time to measure the Chinese older consumers' decision-making styles. Four decision-making styles were detected for the Chinese older consumer through exploratory factor analysis and confirmatory factor analysis, they are Brand Conscious/ Price Equals Quality, Recreational/Hedonistic, Confused by Over-choice and Perfectionistic/High-Quality Conscious. Factors for measuring the Chinese older consumers' decision-making styles are provided with statistical significance also revealed by One-way ANOVA analysis.
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Received: 09 October 2006
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