Consumer decision-making, perceived product value, and purchasing behavior in the Taipei digital camera market (Taiwan, China)

This study examined consumers' decision-making styles by using the Consumer Styles Inventory (CSI) by Sui, Hui, Wang, and Chang (2001). It also investigated the relationship between the decision-making styles and the Perceived Value (PV) (Teas & Agarwal, 2001) when purchasing digital cameras and related equipments. The Independent Sample t test and Multiple Regression was used in analyzing the data.; The results of the study indicated that Taiwanese consumers were most identified as price-value consciousness, perfectionism , and confused by over choice decision-making styles. In addition, the consumers may have two or more than two decision-making styles at the same time. The consumers with price-value consciousness decision-making styles had a positive relationship with perceived product quality and had a negative relationship with perceived product value and perceived performance risk. The consumers with perfectionism decision-making styles had a negative relationship with perceived sacrifice and perceived financial risk. The consumers with confused by over choice decision-making styles had a positive relationship with perceived product quality, and had a negative relationship with perceived product value and perceived product performance risk. Marketing managers could use this information to target consumers which had certain traits in these decision-making styles. In addition, future researchers could continue this research by adapting it to general shopping orientation or other similar high technology product.