CONSUMER DECISION-MAKING STYLES: COMPARISON BETWEEN UNITED STATES AND CHINESE YOUNG CONSUMERS

摘要

The China's economy leads to an attractive attribute - the rapidly expanding consumer market. Facing the fast growing retail market and the overwhelmingly large number of various shopping choices, Chinese young people are eager to consume, are conscious of their experience. Shopping and purchasing has become a way for Chinese young consumers to define themselves and to create their identity of their own decision-making. The purpose of this study is to identify the decision-making styles of U.S. and Chinese young consumers toward shopping and buying activities in current retail environment. Comparison between two cultures and comparison with previous studies are discussed.