African Journal of Business Management Vol. 5(22), pp. 9040-9050, 30 September, 2011 Available online at http://www.academicjournals.org/AJBM ISSN 1993-8233 2011 Academic Journals

Full Length Research Paper

Consumer decision-making styles: A comparison of traditional and new-type 3C malls between China and

Taiwan

Fong-Lin Fu1* 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.

2Department 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.

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 management implications.

Key words: Consumer style inventory (CSI), decision-making styles, cross-regional, China, Taiwan.

INTRODUCTION

In 2007, Li-Fung Research Center (2007) reports that China's total volume of retail sales of consumer goods reaches 8948.2 billion RMB. The first three on the list of China's top ten chain enterprises in 2007 (Li-Fung Research Center, 2007) were GOME, Shanghai Brilliance and SUNING. As opposed to Shanghai Brilliance, which sells general merchandise, both GOME and SUNING sell 3C products. 3C malls are very important in people's lives. Past research on consumer behavior mostly fo-cuses on channels such as chain stores or shopping centers (Wesley et al., 2006; Hart et al.,2007; Allard et al., 2009), while few studies of consumer behavior examine 3C malls. Therefore, this study describes consumers' decision-making behaviors in 3C malls.

In recent years a new-type 3C mall emerged and developed rapidly. This new-type 3C mall spread from Taiwan in China in 1996, and then flourished in Asia (Weng, 2006; Yang, 2002), examples include Buynow

*Corresponding author. E-mail: ffl@nova.net.tw Tel: +886-2-27333141 ext. 7227.

and Cybermart in China, NOVA in Taiwan, and I'PARK MALL in Korea. In the new-type 3C mall, management and sales are separated, which made its operating mode different from the traditional mall. The operating modes of the new-type 3C mall can reduce operating costs by centralizing service, maintenance, and cleaning. Previous researches mainly focus on traditional malls (e.g., chain stores, shopping malls). Therefore, one of the purposes of this study is to explore consumers' consumption behaviors in the traditional and new-type 3C malls.

In the late 1950s, Peter Drucker, Theodore Levitt, and others pronounced, the firm asserts that the satisfaction of consumer needs is the firm's primary purpose (Wayland and Cole, 1997). Therefore, understanding consumers characteristics in order to satisfy their demands is crucial in the 3C retail industry. Based on the Consumer Style Inventory (CSI) that Sproles and Kendall (1986) provide, this study divides consumers decision-making into eight styles from the perspective of psycho-logical characteristics. Contemporary consumers are demanding more pleasant shopping experiences (Kim and Shim, 2002), and their purchasing behaviors do not relate only to the practical values of the products. Many

researchers suggest that consumption behaviors can be divided into utilitarian and hedonic shopping styles (Babin et al., 1994). Following these two shopping styles, this study classifies the eight CDS into two major types: the Utilitarian Shopping Style (USS) and the Hedonic Shopping Style (HSS). The customer purchase decision can be affected by various reasons. The second purpose of this study is using the CDS model to analyze consu-mer decisions-making when they purchase 3C products. The result explores the differences between the CDS and shopping styles of China and Taiwan customers. The results could allow the operator to realize the consumer's shopping preferences, and the position of the consumer. It will give operators some information for future management and service strategy.

Consumer behavior is deeply influenced by cultures, so consumers of different cultural backgrounds have various product preferences and different purchase decision be-haviors. This study explores both Chinese and Taiwanese consumers, based on the different thinking modes and values that resulted from the cultural differences. When they go shopping, they have different shopping styles and purchasing decision-making behaviors. Since the new-type 3C mall spread from Taiwan to China, the third pur-pose of this study is to discuss the differences between the decision-making behaviors of Chinese and Taiwanese consumers in the traditional and new-type 3C malls.

CONSUMERS CULTURAL DIFFERENCES

Lifestyle is a type of behavioral model, and is influenced by personality, society, and culture. Lazer (1963) sug-gested that lifestyle is a systematic idea, embodied in a dynamic lifestyle. Therefore, lifestyle results from cul-tures, values, resources, and law. From the perspective of marketing, consumers purchasing and consumption behaviors reflect the lifestyle of a society. According to Engel et al. (1978), consumers with different lifestyles make different purchasing decisions. It regards a con-sumer as a whole to describe the consumer's nature and activity mode. Caillat and Mueller (1996) and Lin (2001) analyze the differences of cultural values between Taiwan and China. Because Taiwan and China have a similar language and cultural background, their cultures have some similarities, as well as some differences. From the microscopic angle, different and identical cultures may coexist simultaneously rather than being mutually exclu-sive. Therefore, in different cultures, people from different regions have different values and different lifestyles. Looking at the global market, it is obvious that the market characteristics of Asian countries differ from those of the U.S.A. and European countries. However, Asian coun-tries have different cultural traits, though Chinese culture exists in many regions. Each country has its own traditions and history, thus not all Asian countries can be regarded as having the same culture. The results of some studies support, directly or indirectly, the view that

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different Asian countries differ in their cultures (Massey and Chang, 2002).

To sum up, different cultural backgrounds will influence consumers preferences for products and purchasing behaviors. Therefore, it is important to find out whether different cultural backgrounds and regions influence the preferences of consumers purchase decision-making behaviors. Therefore, this study aims to explore whether Mainland Chinese and Taiwanese consumers have different purchasing behaviors related to cultural differences. We investigate whether Chinese and Taiwanese consumers have different CDS when buying 3C products based on the CSI of Sproles and Kendall. The following is the hypothesis in this study:

H1: The CDS of Chinese and Taiwanese consumers has significant difference.

TYPES OF 3C MALLS

The advance of information technology and communica-tion, or 3C (Computer, Consumer Electronics, Communi-cation) products, play an important role in modern life, and competition in the 3C product market has become fierce. This study classifies 3C mall channels into two types: the traditional 3C mall and the new-type 3C mall.

Traditional 3C mall

The traditional 3C mall in this study refers to independent stores or chain stores, shopping centers (e.g., depart-ment stores, warehouses). This study classifies as traditional 3C malls all those that are not of the new type.

i) Independent store and chain store: independent stores are mostly operated by individual owners, with a small scale and limited area, and provide very few brands and varieties. Chain stores are operated by large enterprises, with a larger scale, usually in a shopping center. The pur-chasing, distribution, and management are undertaken by headquarters. It usually has a large area, and offers open shelf display, allowing consumers to test the products in-store. Service staffs provide information and consultation for consumers (ICSC, 2009). ii) Shopping center: this includes department stores and warehouses, which are composed of several different types of store. It is usually operated in an open building, with multiple functions, including shopping, recreation, culture, and entertainment. It provides diversified goods, comfortable shopping space, and various services to attract consumers, so as to satisfy consumers' shopping and recreational demands (ICSC, 2009).

New-type 3C mall

The new-type 3C mall developed rapidly in recent years.

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Table 1. The features of new-type 3C mall.

Function Feature

Management Management and sales are separated. The stores rental and management. Consumer complaint management: strengthen protection of consumers' interests. Collect and analyze consumer demands, change marketing direction accordingly.

Product factor

Fast product renewal. Sufficient product depth and breadth. Quick reaction to price changes, offer bargaining space.

Product management

Low inventory cost (stores serve as warehouses for each other and can provide inventory for each other, when the store is out of stock, shops can transfer goods to cut inventory. Consumers do not need to wait, and they can get what they want immediately).

Provide services

Provide training, cleaning, security, and marketing services for dealer. Provide educational entertainment, free consultation, update and maintenance service, after-sales service, and online service for consumers.

Environment equipment

The mall route is smooth. The mall space atmosphere (light, air condition, music) is comfortable. The mall recreational facilities (free on-line service, video games) is attractive. The mall facilities (sitting-out area, lavatory) is clean and convenient.

Marketing

Advertising planning and design. Diversification advertising is attractive. 3C original dealer activities the presentation on the new product, promoting for original dealers product. The mall activities by oneself - 90% off discount of the product, bids for product, interesting for prize drawings. Product planning activities.

Dealer relationship

Executing the spirit of ISO services, in order to satisfy dealer demand better. Provide services for dealer, and not compete for profit with dealer. The mediation of disputes for shopping between dealers and consumers.

It spread from Taiwan to China in 1996 and has become prevalent in Asian countries. The new-type 3C mall offers thousands of digital and peripheral products, including computers, digital cameras, mobile phones, etc. There could be over 100 types of products and over ten thousand product items (Qiu, 2003). The traditional 3C mall only sells popular products, so that consumers need to travel between several stores before they find all the products they want. There are a variety of 3C products, but the traditional 3C malls cannot satisfy consumer demand anymore. In the new-type 3C mall, consumers can compare the goods of different stores and have bar-gaining space. It comprises hundreds of stores (in Taiwan, Korea, and Japan) or thousands of stores (in China) in a mall, providing tens of thousands of products for consumers so as to satisfy their demand for one-stop shopping and a diversified shopping environment. As a result, the new-type 3C mall has created a popular trend in Asia. Based on interviews with senior managers of the new-type 3C mall, this study sees the features of the new-type 3C mall (Table 1).

The new-type 3C mall is similar to a department store; the difference is that the new-type 3C mall specializes in 3C products, and its management and sales are independent from each other. This management style can reduce operating costs. In the new-type 3C mall, consu-mers can communicate directly with store owners and bargain on price; whereas in a traditional 3C mall, the consumers can only communicate with sales representatives.

The products are mainly sold at reduced prices or promotional prices, the consumers have no bargaining space, which reduces the enjoyment of the purchasing process. Therefore, the new-type 3C mall provides consumers with a new shopping environment, allowing them to save time and offering convenience. Based on the interviews with senior managers of the new-type 3C malls, this study draws conclusions about the differences in the sales modes of the traditional and the new-type 3C malls (Figures 1 and 2), and compares the consumer services between the two (Table 2).

In sum, past research on consumer behavior has

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Figure 1. Sales mode of traditional 3C mall.

Figure 2. Sales model of new-type 3C mall.

mainly focused on channels such as chain stores or shopping centers (Allard et al., 2009; Hart et al., 2007; Wesley et al., 2006). Although the channel of the tradi-tional 3C mall has been extensively discussed, there are very few studies of the new-type 3C mall because the new-type 3C mall is currently only prevalent in Asia (including Taiwan, China, Korea, and Japan), but is not popular in the US and in European countries. Since the new-type 3C mall spread from Taiwan to China, whether Taiwanese and Chinese consumers have different consumption habits is still unknown. Therefore, this study aims to explore whether Chinese and Taiwanese consu-mers will make different consumption decisions in different types of 3C malls. This study hypothesizes:

H2: The CDS of consumers between the traditional and the new-type 3C mall has significant difference. H2a: The CDS of Chinese consumers in the traditional and the new-type 3C mall has significant difference. H2b: The CDS of Taiwanese consumers in the traditional and the new-type 3C mall has significant difference.

CONSUMER DECISION-MAKING STYLES (CDS)

The CDS is an emotional and cognitive orientation during shopping, and it dominates consumers choices. This characteristic is predictable. By its nature, it is a consu-mers personality; also, it is similar to the concept of mental characteristics (Sproles, 1985). In addition to having different lifestyles, values and traits, people also have different CDS. Therefore, the CDS refers to purc-hase decision when consumers are shopping. Sproles and Kendall (1986) proposed the consumer style inventory (CSI), which includes eight kinds of CDS:

Perfectionism and high quality consciousness (PH): These consumers look for the best goods and services carefully and systematically, they have a high standard and expectation for goods, and are not easily satisfied with the products.

Price or value consciousness (PV): These consumers prefer products at special or low prices, and they like to

Distributor

Distributor

Consumers Traditional 3C mall

New-type 3C Mall

Consumers

Dealer

Dealer

Dealer

Distributor

Distributor

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Table 2. Comparison table of consumer services.

Parameter Traditional 3C Mall New-type 3C Mall Product Comparison Less More Price Comparison Less More Bargaining Space None Yes Environmental Equipment Weak Strong Free Consultation Weak Strong Training Weak Strong After-Sales Service Weak Strong Member Service Yes Yes Free On-Line Service Yes Yes

compare the goods of different stores to find the goods of equivalent price and value, so they tend to compare prices carefully to find high-quality products at low prices.

Confusion from overchoice (CO): These consumers are likely to be confused by an excessive number of brands in markets or product information in stores, and they often seek other consumers advice.

Impulsiveness and carelessness (IC): These consu-mers buy products on impulse without considering the price and practicability, and they are unlikely to care about a product's price, but they usually regret buying it.

Brand conscious and price-equals-quality (BP): These consumers tend to buy expensive products or designer brands, or popular and famous products; they think that high price represents high quality and that large-scale or famous stores can provide satisfactory goods and services.

Novelty and fashion consciousness (NC): These con-sumers like novel and innovative products or services, and often go to different stores to explore the latest fashion trends; they also pay attention to fashion, seek the latest trends and diversify their purchases.

Recreational and hedonistic shopping consciousness (RH): These consumers enjoy shopping, which they regard as an important recreational activity.

Habitual, brand-loyal orientation (HB): These consu-mers are accustomed to shopping in familiar stores, or buying familiar brand products; they are likely to buy products of the same brand repeatedly and always go to the same store.

There have been many studies of CDS, and the result with the eight CDS is as same as Sproles and Kendall's (1986) findings. In addition, according to Hiu et al. (2001) explored CDS and consumers with different genders in their study because gender could affect the consumer decision-making. Following is the previous studies of

CDS (Table 3). Since the gender factor affects consumer purchase

decision behavior, therefore, this study will explore the gender factor for China and Taiwan consumers when they purchase 3C products, whether they have eight kinds of CDS or not (Zhou et al., 2010). This study also explores whether the female and male customers in China and Taiwan have differences in the eight kinds of CDS. This study hypothesizes:

H3: The CDS of the female and male consumers has sig-nificant difference. H3a: The CDS of the female and male Chinese consu-mers has significant difference. H3b: The CDS of the female and male Taiwanese consu-mers has significant difference. H4: The CDS of the female and male consumers in the new-type 3C mall has significant difference. H4a: The CDS of the female and male Chinese consu-mers in the new-type 3C mall has significant difference. H4b: The CDS of the female and male Taiwanese consu-mers in the new-type 3C mall has significant difference.

SHOPPING STYLES UTILITARIAN AND HEDONIC

Because consumers require a pleasant shopping ex-perience for their consumption activities (Kim and Shim, 2002), their purchasing behaviors no longer simply reflect the practical value of a purchase. Early research on consumption behavior suggests that consumption derives from rational choice and is related to obvious personal motives and needs. However, more and more studies have found that consumption also involves many different factors, such as interest, pleasure, feeling, aesthetics, and emotion, namely, consumption contains rational con-sideration of functions, as well as perceptual hedonic experience (Holbrook and Hirschman, 1982). Thus, many studies have reported that there are two shopping styles, utilitarian and hedonic (Babin et al., 1994; Bellenger et al., 1977).

Utilitarian shopping style (USS): USS consumers

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Table 3. The study of CDS.

Author (year) Sample Result Sproles and Kendall(1986) 482 senior high school students

in Tucson, U.S. A. Senior high school students have eight kinds of CDS in the U.S. A.

Hafstrom et al. (1992) 310 college students in Korea Korean college students have only seven kinds of CDS, without NC, which is included in BP.

Durvasula et al. (1993) 210 college students in New Zealand

College students have eight kinds of CDS in New Zealand

Hiu et al. (2001) 387 ults in China Chinese adult consumers have five kinds of CDS, which are PH, PV, NC, RH, and CO. Chinese adult consumers of NC are mostly female, while male consumers incline to PV.

Zhou et al. (2010) China's two areas - 195 college students in Fujian (coastal), and 245 college students in Shanxi (inland).

The gender has a function in consumer decision making, so area and gender are used for their linearity test. The results indicated that there is no difference between area and gender. Coastal and inland consumers have no obvious difference in four utilitarian shopping styles. There are obvious differences in BP, NC, and RH, the three decision-making styles of Fujian's consumers are more obvious than for Shanxi's consumers. Coastal consumers would be more loyal than inland consumers.

regard consumption as a task, they list the articles to buy and then complete their shopping item by item; they pay attention to product quality and price and emphasize the effectiveness of purchasing behavior; they also regard shopping as a mission, and have a sense of satisfaction when mission is accomplished.

Hedonic shopping style (HSS): HSS consumers just like looking around but not shopping. If they decide to shopping, they pay close attention to the bargaining pro-cess; they regard shopping as fun, a recreational activity, thus their purchasing values are feelings of enjoyment, strolling along the street, taking in the shops, rather than the outcome of purchase; their shopping behavior need is more than the demand to buy a product.

Therefore, the consumption behaviors of USS consumers mostly derive from rational thought and can be satisfied by the actual purchase; whereas HSS consumers pay less attention to efficiency, giving more attention to the emotional value of personal subjective evaluation (Arnold and Reynolds, 2003; Babin et al., 1994; Jones et al., 2006). However, utilitarian and hedonic are not two com-pletely opposite concepts; for one consumer, the same article may have both utilitarian and hedonic shopping values, but to different degrees (Babin et al., 1994). This study classifies the eight kinds of CDS into these two major classes of shopping style: USS PH, PV, CO, IC;

HSS BP, NC, RH, HB. This study hypothesizes:

H5-1The female and male consumers in the traditional and the new-type 3C mall have different shopping styles. H5-1a: The female and male Chinese consumers in the traditional and the new-type 3C mall have different shopping styles. H5-1b: The female and male Taiwanese consumers in the traditional and the new-type 3C mall have different shopping styles. H5-2: The female and male consumers have different shopping styles. H5-2a: The female and male Chinese consumers have different shopping styles. H5-2b: The female and male Taiwanese consumers have different shopping styles. H5-3: The female and male consumers in the new-type 3C mall have different shopping styles. H5-3a: The female and male Chinese consumers in the new-type 3C mall have different shopping styles. H5-3b: The female and male Taiwanese consumers in the new-type 3C mall have different shopping styles.

METHODS

The study explores the difference between Chinese and Taiwanese consumers in CDS and shopping styles in different types of 3C

9046 Afr. J. Bus. Manage.

malls based on the CSI of Sproles and Kendall (1986). The study divides CDS between USS and HSS, which divides further into eight sub-types: USS PH, PV, CO, IC; HSS BP, NC, RH, HB.

This study uses the hierarchical confirmatory factor analysis (HCFA) of structural equation modeling (SEM) for model measurement and validation. Moreover, it compares the different aspects of the model to understand the shopping styles and CDS of consumers in different types of 3C malls, as well as the influence of demographic variables and cultures on CDS.

Study subjects and sampling method

This study first investigated the locations of 3C malls in China and Taiwan, and selected regions with both the traditional 3C mall and the new-type 3C mall, thus respondents could compare the two when filling out their questionnaires. The research regions were Beijing (China) and Taiwan. The questionnaire survey was carried out from November 2009 to December 2009. Using convenience sampling methods, the subjects were pedestrians on busy streets around the 3C malls, 30-50 questionnaires were handed out every day, and a small prize was given to each respondent. After data collection, the invalid questionnaires which contain uncompleted and disorder response, the wrong answers of opposite questions, or the respondents who have not buy 3C products during the past half-year were deleted. A total of 1,200 questionnaires were distri-buted in China, and 695 effective questionnaires (male-361; female-334) were returned, therefore, the effective return rate was 57.9%; 1,200 questionnaires were distributed in Taiwan, and 837 effective questionnaires (male-550; female-286) were returned, an effective return rate of 69.8%.

Structural model

We used HCFA to test the reliability and validity of CSI and items, as well as the influence of various factors. To explore the CDS of Chinese and Taiwanese consumers, the research model was divided into two types: China and Taiwan. Items were deleted according to the LISREL correction index. Items with standardized factor loadings below 0.5 were deleted.

The Confirmatory Factor Analysis of CSI was performed to analyze the reliability and convergent validity of each aspect. The main indices of reliability and convergent validity (Rivard and Huff 1988; Hair et al., 1995) were: Composite Reliability (CR) is above 0.6; Average Variance Extracted (AVE) has a threshold value above 0.5. In this study, all the CR values for the eight CDS are above 0.6. Some AVE values have not reached the threshold value of 0.5, but the AVE values of at least four of the eight kinds are above 0.5, which is within the acceptable range. Therefore, the confirmatory factor of CSI of Chinese and Taiwanese consumers has reliability and convergent validity. The analysis of reliability and validity are shown in Table 4.

The HCFA has seven indices: 2/df, Goodness of Fit Index (GFI), Adjusted Goodness of Fit Index (AGFI), Root Mean Square Error Approximation (RMSEA), Normed Fit Index (NFI), Non-Normed Fit Index (NNFI) and Comparative Fit Index (CFI) (Browne and Cudeck, 1993; Hair et al., 1995; Jreskog and Srbom, 1989; Jarvenpaa, Tractinsky and Vitale, 2000). All the indices of HCFA in this study have reached the standard, and the standardized factor loadings of all items are above 0.5, indicating goodness of fit. The results of goodness of fit are shown in Table 4. The hypothesis models for Chinese and Taiwanese markets are shown in Figures 3 and 4, respectively.

DATA ANALYSIS

This study adopts the aforementioned hypothesis models

of the CDS of consumers in traditional and new-type 3C malls to analyze the following: 1) t-value is used to establish whether each type is significant; 2) for each type with significance, standardized path coefficients scores will be used for sequencing to show the differences between each dimensions.

The indices of HCFA in this study have reached the standard, indicating goodness of fit. This means that the model can be verified with the eight CDS of Chinese and Taiwanese consumers. Therefore, using the model to explore whether the eight CDS for different groups of consumers:

i) The CDS of Chinese and Taiwanese consumers in the traditional and the new-type 3C mall; ii) The CDS of the female and male consumers; iii) The CDS of the female and male consumers in the new-type 3C mall.

As indicated in Table 5, each group of Chinese and Taiwanese consumers eight CDS are significant when they purchase 3C products. CDS dimensions of the part are not significant for RH dimensions of Taiwanese consumers, and also for IC, BP, NC dimensions of female consumers in Taiwan. In sum, each group of Chinese and Taiwanese consumers has eight kinds of CDS when they purchase 3C products. On the other hand, Taiwanese consumers in traditional 3C mall have seven kinds of CDS, while the female of Taiwanese consumers have only five kinds of CDS in new-type 3C mall. Overall, Chinese and Taiwanese consumers of different 3C malls and different genders have the CDS of purchase decision when they purchase 3C products. Therefore, H1, H2, H3, H4 of this study are supported.

From the aforementioned statement we understand that Chinese and Taiwanese consumers have the CDS of purchase decision. Therefore, this study analyzes the differences in customers CDS of variant aspects. The results as (Integration table as Table 5): show that in each group of consumers in different 3C malls and different genders, there are differences of consumers CDS when they purchase 3C product. In shopping style, Chinese and Taiwanese consumers have both utilitarian and hedonic shopping style. Nevertheless, female consumers of China, Taiwanese consumers in traditional of 3C mall, and female consumers of Taiwan in new-type 3C mall are inclined to the utilitarian shopping style. Therefore, H5-1, H5-2, H5-3 of this study are supported.

CONCLUSIONS AND SUGGESTION

The results of this study found that: Chinese and Taiwanese consumers in different 3C malls and different genders have different CDS purchase decision and each CDS dimensions are also different from the others. Each group of Chinese and Taiwanese consumers has eight kinds of CDS when they purchase 3C products. However,

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Figure 3. China hypothesis model.

2=904.58, df=243, p-value=0.000, RMSEA=0.06.

Taiwanese consumers have seven kinds of CDS in traditional of 3C mall, and they dont have RH purchase decision. The female of Taiwanese consumers have five kinds of CDS in new-type 3C mall, and they do not have IC, BP, NC purchase decision. The degree of differences from the purchase decision can be found: PH, BP and HB decision-making styles on purchase 3C products by Taiwanese consumers is higher than those of Chinese consumers, while PV and IC decision-making styles showed by Taiwanese consumers are lower than those of Chinese consumers. NC decision-making styles on 3C products which purchased by Chinese and Taiwanese consumers in the new-type 3C mall are higher than those in traditional 3C mall.

In shopping style, this study supports Babin et al. (1994) research that consumers have both utilitarian and hedonic shopping styles. Chinese and Taiwanese consu-mers have both utilitarian and hedonic shoepping style. Nevertheless, female consumers of China, Taiwanese consumers in traditional of 3C mall, and female consu-mers of Taiwan in new-type 3C mall are inclined to the utilitarian shopping style.

The study combines theory and practice, and feeds back findings to the management of the 3C malls in order

to obtain management implications: (1) consumers in both Taiwan and China pay attention to brand; consumers of all types in Taiwan rank the highest on BR, while the ranking of Chinese consumers is between first and fifth, indicating that the BR of Chinese consumers is weaker than that of Taiwanese consumers. Thus, there remains room for brand building in China. Moreover, the brand cognition of Chinese female consumers is lower than that of Chinese male consumers and Taiwanese consumers. (2) For PH of 3C products, there is a great gap between the Chinese and Taiwanese markets. Taiwanese consu-mers demand almost perfect 3C products, while Chinese consumers have lower or unclear demands. This is because Taiwan has a free market for many years, thus consumers tend to demand high-quality products, services, and shopping environments. On the other hand, China entered the free market relatively recently, so market consumption has not reached maturity. As a result, the PV and IC of Chinese consumers rank higher than for Taiwanese consumers, while their HB is lower than that of Taiwanese consumers. Therefore, when entering the Chinese market in the future, companies that can slightly enhance the level of perfection (e.g., product quality, service attitude) would be able to win the Chinese

2 =904.58 , df=243 , p-value=0.000 , RMSEA=0.063

1

3

21

24

25

28

29

30

31

32

33

35

9

10

11

16

20

19

12

13

15

14

37

38

hedonic

shopping value

utilitarian

shopping value

0.66

perfectionistic and

high-quality-conscious

price conscious and

value-for-money

confused by overchoice

impulsive and careless

0.48

0.69

0.66

0.89

recreational and

hedonistic

brand conscious and

rice-equals-quality

habitual and

brand-loyal

novelty-and-fashion

conscious

0.86

0.83

0.52

0.57

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Figure 4. Taiwan hypothesis model.

2=1355.80, df=266, p-value=0.000, RMSEA=0.07.

Table 4. Measurement model evaluation.

Construct China Taiwan CR AVE CR AVE Utilitarian Shopping Style

PH 0.66 0.5 0.8 0.51 PV 0.76 0.52 0.71 0.58 CO 0.75 0.43 0.77 0.46 IC 0.65 0.38 0.66 0.4

Hedonic Shopping Style BP 0.55 0.3 0.68 0.3 NC 0.72 0.4 0.76 0.51 RH 0.81 0.61 0.74 0.61 HB 0.68 0.51 0.65 0.49

Fit Indices N 695 837

2 (df) 904.58 (243) 1355.80 (266) RMSEA 0.063 0.07 GFI 0.90 0.89 AGFI 0.88 0.86 NFI 0.92 0.89 NNFI 0.93 0.90 CFI 0.94 0.91

PH, Perfectionism and high quality conscious; PV, Price or value consciousness; CO, Confusion from overchoice; IC, Impulsive and careless; BP, Brand conscious and price-equals-quality; NC, Novelty and fashion consciousness; RH, Recreational and hedonistic shopping consciousness; HB, Habitual, brand-loyal orientation.

2 = 1355.80 , df=266 , p-value=0.000 , RMSEA=0.07

hedonic

shopping value

utilitarian

shopping value

0.61

recreational and

hedonistic

brand conscious and

rice-equals-quality

habitual and

brand-loyal

novelty-and-fashion

conscious

perfectionistic and

high-quality-conscious

price conscious and

value-for-money

confused by overchoice

impulsive and careless

0.69

0.23

0.41

0.61

0.86

0.65

0.28

0.54

27

28

29

32

33

9

10

16

20

19

12

13

15

14

37

38

22

24

25

23

21

1

3

2

4

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Table 5. Consumer Decision-making Styles-Significant & Rank.

Variable USS HSS PH PV CO IC BP NC RH HB

China

Hypothesis Model 8* 4* 5* 1* 2* 3* 7* 6* Traditional of 3C Mall 8* 3* 5* 1* 2* 4* 7* 6* New-type 3C Mall 8* 4* 5* 1* 3* 2* 7* 6* Male 8* 4* 5* 3* 1* 2* 6* 7* Female 3* 2* 1* 8* 5* 4* 7* 6* New-type 3C Mall- Male 8* 5* 4* 3* 2* 1* 6* 7* New-type 3C Mall- Female 7* 4* 5* 1* 3* 2* 6* 7*

Taiwan

Hypothesis Model

2*

8*

6*

4*

1*

3*

7*

5* Traditional of 3C Mall 4* 7* 4* 2* 1* 6* 3* New-type 3C Mall 2* 8* 6* 4* 1* 3* 7* 5* Male 2* 8* 6* 4* 1* 2* 7* 5* Female 2* 8* 6* 4* 1* 5* 7* 3* New-type 3C Mall- Male 7* 1* 2* 8* 5* 4* 3* 5* New-type 3C Mall- Female 4* 2* 3* 5* 1*

*Significant : incline to the utilitarian shopping style, USS, Utilitarian Shopping Style; HSS: Hedonic Shopping Style, PH: Perfectionism and high quality conscious; PV: Price or value consciousness; CO, Confusion from over-choice; IC, Impulsive and careless; BP, Brand conscious and price-equals-quality; NC: Novelty and fashion consciousness; RH, Recreational and hedonistic shopping consciousness; HB: Habitual, brand-loyal orientation.

market easily, and gain higher consumers brand-loyal. (3) NC decision-making styles on 3C products purchase by Chinese and Taiwanese consumers in the new-type 3C mall is higher than that in traditional of 3C mall: For consumers, purchasing 3C products in the new-type 3C mall is more secure than in traditional of 3C mall, because the advertising promotions, services, mainte-nance, good environment, and many other conditions in the new-type 3C mall. For companies, the new-type 3C mall in good conditions lead to rapid development, and let the traditional of 3C mall disappear gradually. For example: in recent years it has disappeared gradually in China, and Japan (Akihabara Electric Town), Taiwan's Electric Street, the management style has transformed into the new-type 3C mall. Therefore, companies who are planning to open the 3C mall in the future, could try to introduce the new-type 3C malls management style, it may attract more consumers to purchase 3C products.

Majority of the samples encounter difficulties when accurately answering questions about their past events, unless the event is very important or happened recently. When samples are asked to provide information about their experience of 3C mall, the information collected may be distorted due to certain limitations. Therefore, in this study, one shopping experience could be recognized as successful because the user had a very good experience during the shopping application process. The process would be overrated because the hopping experience had a successful outcome. This produces a research error. Furthermore, another research error comes from the accuracy of samples answers. One of the ways this stu-dy ensures the accuracy of the research is by adopting

pre-tests and questionnaires designed for clear and easy answers. The fact that not all sources of errors can be eliminated constitutes another limitation.

Thus, future research can be directed at determining the areas of variations between different companies, industries and a comparison between these variations. Based on our findings, 3C mall managers can better understand the shopping styles and CDS of different consumers. When planning promotions, they can make different plans for different consumers, in order to better satisfy consumer demand and improve the operational performance of their stores. Because China and Taiwan share similar cultures and languages, this study com-pares the CDS of Chinese and Taiwanese consumers. In the future, studies can explore the CDS of Japanese and Korean consumers to further compare the results with this study, in order to find out more about the differences in CDS of Asian consumers.

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