Online Shopping For The Consumer Decision-making Style

Since the Consumer Decision—Making Style Inventory, also known as CSI, was initially developed by Sproles & Kendall in 1986, it has gradually become an essential issue in research field. With the development of e-commerce, the factors that influence the buying decision making style of online shopping are cared by some researchers. For knowing consumer decision-making styles in E-market, the paper uses a revised version of original CSI and Exploratory Factor Analysis (EFA), analyzing seven decision- making styles of consumers on E-commerce, such as confused by choice-overloaded information conscious, price sensitive conscious, novelty and fashion conscious, habitual and brand loyal conscious, price equaling quality conscious, perfection conscious, and frigid conscious. The paper also discusses the relationship between the decision making style and personal characteristics or online consumer behavior. Besides, the dissertation concludes and analyzes the results of the model study, grounding the constructive proposals for the marketing practitioners.The paper is divided into five chapters:Chapterl is introduction, introduces the background of research and the research problem; Chapter2 reviews theories about consumer decision and the studies that have already been done; Chapter3 introduces the research contents, hypotheses and method; Chapter4 makes detailed statistical analysis; Chapter5 is conclusion and thinking, summarizes the key points.