Title

An Exploratory Study of Consumer Decision-Making and Learning Styles Among the Millennial Generation in Taiwan

Date of Degree

5-2012

Document Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Program

Education

Advisor

Dorothy H. Ettling

Advisor

Noah Kasraie

Advisor

Kevin LaFrance

Advisor

Hsin-I Liu

Abstract

This cross-sectional quantitative survey research used factor analyses, including principal components analysis (PCA) and structural equation modeling (SEM), to analyze the data as well as to endorse the validity and reliability of both instruments.

This study investigated the possible relationships between consumer decision-making styles and individual learning styles among the Taiwanese Millennial Generation through administering the Chinese version of the Consumer Style Inventory (CSI) and the Index of Learning Styles Questionnaires (ILS) to 770 valid random samples at one private university in Southern Taiwan. This cross-sectional quantitative survey research used factor analyses, including principal components analysis (PCA) and structural equation modeling (SEM), to analyze the data as well as to endorse the validity and reliability of both instruments. Via comparison analyses of Pearson correlation, Multiple Analysis of Variance (MANOVA), Analysis of Variance (ANOVA), and Canonical correlation, the findings confirmed correlations and revealed differences in profiles of consumer styles and learning styles among various demographic groups, including gender, age, and type of program and college. Brand conscious, price-value conscious, and high-quality conscious were found as the top three consumer shopping characteristics. Visual, reflective, sensing, and global learning styles were more preferable than active, intuitive, verbal, and sequential ones. The results prompted implications for guiding effective marketing strategies for Millennial customers.

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