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Title: The influence of consumer styles Inventory ononline Greek computer market
Keywords: Consumer Styles Inventory
computer market
Greek students
Issue Date: 2011
Citation: International Scientific Conference in Synergy in Energy,Environmet &TourismSymposium on Digital Cities, 19-24 September,Piraeus,Greece.
Abstract: In this paper we present an analytic approach to the motivations for pc market consumption using consumers’ decision-making styles. Consumer Styles Inventory has been studied on a sample of 237 Greek respondents. The questionnaire was developed by a review of previous studies focusing on CSI. The questionnaire was originally designed in English and translated into Greek. Factor analysis with a varimax rotation approach was used to group the resulted items of students with similar characteristics and determine a set of factor dimensions. The seven factor dimensions were identified from factor analysis of 39 items. They were labelled as: (1) Brand Conscious, (2) Confusion by Overchoice, (3) Novelty and Fashion-Conscious, (4) Perfectionist/High Quality-Conscious, (5) Recreational and Shopping Conscious, (6) Habitual/Brand Loyal Orientation Towards Consumption and (7) Price-Conscious/Value for the Money. The results demonstrate that the most important decision making style for Greek students in computer market is Confusion by Overchoice and the less important is Price-Conscious/Value for the Money. The results also showed that the alpha coefficients for the seven factor dimensions ranged from 0.78 to 0.82, higher than the minimum value of 0.6 as an indication of reliability. Limitations and future research are discussed.
Appears in Collections:Δημοσιεύσεις σε Συνέδρια

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