Based on CSI (Consumer style inventory) theory, this article develops online jewelry consumer’s 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 consumer’s 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 attitude of price. These findings have an import implication for jewelry network marketing which enterprises can use differentiation marketing strategy based on consumer’s decision making style.
Wang, Ping and Wu, Weixin, "Impact of Online Jewelry Consumer’s Decision-making Style on Attitudes of Product Quality and Price" (2019). WHICEB 2019 Proceedings. 9.