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Year 2011, Volume: 1 Issue: 4, 86 - 92, 01.12.2011

Hung-Ming Lin

Abstract

Taiwanese Consumers’ Decision-Making Styles: The Role of Perceptions of the Internet

Year 2011, Volume: 1 Issue: 4, 86 - 92, 01.12.2011

Hung-Ming Lin

Abstract

The purpose of this study is to explore the relationship between online consumers’ perceptions and decision-making styles regarding the Internet. Four perceptions and six decision-making styles were administered. Data were gathered from 454 consumers with online shopping experience in Taiwan. It was found that, of the four perceptions of Tool, Technology, Toy and Tour, consumers are more inclined to view the Internet as a ‘Tool’ or as ‘Technology.’ The results indicate that consumers who hold the ‘Tool’ perception of the Internet are positively correlated to the Perfectionism consciousness decision-making style, but negatively relate to Brand consciousness, Novel-fashion consciousness and Brand-loyalty consciousness. Consumers with ‘Toy’ perceptions tend to show relatively less preference for the Perfectionism consciousness style, but more for content, such as Brand consciousness, Novel-fashion consciousness, Confused by overchoice, and Brand-loyalty consciousness. No significant correlation was observed between the ‘Technology’ and ‘Tour’ perceptions and the six Internet decision-making styles.

Keywords

Internet Perceptions Consumers’ Decision-Making Styles Taiwan

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Details

Other ID JA45AF94VY
Journal Section Research Article
Authors

Hung-Ming Lin This is me

Publication Date December 1, 2011
Published in Issue Year 2011 Volume: 1 Issue: 4

Cite

APA Lin, H.-M. (2011). Taiwanese Consumers’ Decision-Making Styles: The Role of Perceptions of the Internet. International Review of Management and Marketing, 1(4), 86-92.
AMA Lin HM. Taiwanese Consumers’ Decision-Making Styles: The Role of Perceptions of the Internet. IRMM. December 2011;1(4):86-92.
Chicago Lin, Hung-Ming. “Taiwanese Consumers’ Decision-Making Styles: The Role of Perceptions of the Internet”. International Review of Management and Marketing 1, no. 4 (December 2011): 86-92.
EndNote Lin H-M (December 1, 2011) Taiwanese Consumers’ Decision-Making Styles: The Role of Perceptions of the Internet. International Review of Management and Marketing 1 4 86–92.
IEEE H.-M. Lin, “Taiwanese Consumers’ Decision-Making Styles: The Role of Perceptions of the Internet”, IRMM, vol. 1, no. 4, pp. 86–92, 2011.
ISNAD Lin, Hung-Ming. “Taiwanese Consumers’ Decision-Making Styles: The Role of Perceptions of the Internet”. International Review of Management and Marketing 1/4 (December 2011), 86-92.
JAMA Lin H-M. Taiwanese Consumers’ Decision-Making Styles: The Role of Perceptions of the Internet. IRMM. 2011;1:86–92.
MLA Lin, Hung-Ming. “Taiwanese Consumers’ Decision-Making Styles: The Role of Perceptions of the Internet”. International Review of Management and Marketing, vol. 1, no. 4, 2011, pp. 86-92.
Vancouver Lin H-M. Taiwanese Consumers’ Decision-Making Styles: The Role of Perceptions of the Internet. IRMM. 2011;1(4):86-92.