Impact of Online Jewelry Consumers Decision-making Style on Attitudes of Product Quality and Price

摘要：

　　Based on CSI (Consumer style inventory) theory, this article develops online jewelry consumers decision-making style scale to investigate 378 samples, through exploratory and confirmatory factor analysis, proposes six decision-making styles, including fashion and perfection consciousness, self-recreation consciousness, personal style consciousness, price and quality consciousness, confused by overchoice and network media consciousness.And this article analyses influence of online jewelry consumers decision-making style on attitudes of product quality and price toward marketing practice.The results indicate that self-recreation conscious, personal style conscious and network media conscious consumers have significant positive effect on attitude of product quality, while consumer confused by overchoice has significant negative effect on attitude of product quality;self-recreation conscious, personal style conscious and price quality conscious consumers have significant positive effect on anitude of price.These findings have an import implication for jewelry network marketing which enterprises can use differentiation marketing strategy based on consumers decision making style.

关键词： jewelry consumer online consumers decision-making style consumer attitudes toward marketing practice

作者: Ping Wang Weixin Wu

作者单位: School of Economics and Management, China University of Geosciences,Wuhan

会议类型: 国际会议

会议名称: The Eighteenth Wuhan International Conference on E-Business(第18届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 250-257

在线出版日期: 2019-05-24（万方平台首次上网日期，不代表论文的发表时间）