A Comparison Study of Taiwan and US Consumer Decision-Making Styles – Using TV Shopping Format

Shopper buying behaviors and consumer decision-making styles are more diverse than ever before (Kotler, 2003; De Mooij, 2004; Pei, 2004; Lin, 2003). The present study examined the Taiwan and US consumer decision-making styles using the Consumer Styles Inventory (Sproles & Kendall, 1986). After being analyzed, Taiwan students who use the TV shopping format were more novelty/fashion conscious, more recreationally/hedonistic shopping conscious, and more habitual or brand-loyal conscious than the U. S. students who use the TV format for the shopping goods category (CDs). Students in Taiwan who use the TV shopping format were also significantly more confused by overchoices than the students in the U. S. who use the TV shopping format as relates to the specialty goods category (handbags). A supplementary analysis for the Taiwanese and U.S. samples (separately) for TV shoppers versus non-TV shoppers showed no significant differences for the product categories across the buying decision dimensions. Practical international marketing implications were also outlined as relates to the different cultures, the different products and for the TV shopping environment.