The Impact of Consumer Decision-Making Styles on E-Customer Perceptions
Tüketici Karar Verme Tarzlarının E-Müşteri Algıları Üzerindeki Etkisi

Author : Fatma Yeşilkuş
Number of pages : 136-151

Abstract

In this study, the impact on consumer decision-making styles on the perceptions of e-customers who make online shopping has been examined based on the relationship between consumer decision-making styles and online shopping frequency in the related literature. In this sense, the present study aims at being fulfilled the clear need of the research gap in the literature and making managerial deductions. For this purpose, 282 participants have been reached by the snowball sampling method and the data obtained from the participants has been analyzed using the “SPSS 21.0” quantitative analysis program. As a result of the analysis, it has been seen that consumer decision-making styles and the sub-dimensions of perfectionism-high quality consciousness, novelty-fashion consciousness, and brand consciousness have a statistically significant impact on e-customer perceptions and risk perceptions; the sub-dimensions of recreational shopping consciousness and confusion from over choice do not have statistically significant effect. Additionally, it has been determined that decision-making styles and related sub-dimensions have a statistically significant impact on benefit perception, personalization perception, and control perception. Besides, whilst consumer decision-making styles and the sub-dimensions of recreational shopping consciousness and confusion from over choice do not have a statistically significant impact on security perception; it has been revealed that the sub-dimensions of perfectionism-high quality consciousness, novelty-fashion consciousness, and brand consciousness have a statistically significant impact on security perception. Lastly, it has been observed that consumer decision-making styles and related sub-dimensions except brand consciousness have a statistically significant impact on customer relationships perception.

Keywords

Consumer Decision-Making Styles, Consumer Styles Inventory, E-Customer, E-Customer Perceptions

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