Full Length Research
decision-making styles: A comparison of traditional and
new-type 3C malls between China and Taiwan
and Pin Luarn2
1School of Management EDBA National Taiwan University of
Science and Technology, Room T2-409, No.43, Sec. 4, Keelung
Rd., Taipei, 106, Taiwan, R.O.C.
of Business Administration, National Taiwan University of
Science and Technology, Room T2-409, No.43, Sec.4, Keelung
Rd., Taipei,106, Taiwan, R.O.C.
email@example.com. Tel: +886-2-27333141 ext. 7227.
Accepted 23 June, 2011
This paper aims to explore the differences between consumer
decision-making styles (CDS) in the traditional and new-type 3C
malls for cross regions (China, Taiwan) and consumers with
different genders. The results indicated that the CDS of
consumers purchasing 3C products varies between regions, types
of malls and genders, and it shows both utilitarian and hedonic
shopping styles. The practical management implications of our
findings are important for the operation of 3C malls. The study
not only combines theory and practice, but also feeds back
findings to the management of the 3C malls in order to obtain
Consumer style inventory (CSI), decision-making styles,
cross-regional, China, Taiwan.