Background/Purpose Consumers' decision-making styles (shopping styles) have become one of the most important areas in sport and business consumer-behavior studies nationally and internationally: the United States (Bae & Miller, 2009); China (Hiu, Siu, Wang, & Chang, 2001); Korea (Rhee & Bae, 2008); Greece, India and New Zealand (Lysonski, Durvasula, & Zotos, 1996); Hong Kong (Tai, 2005); Germany (Walsh & Vincent, 2001). However, a study of consumer decision-making styles in Singapore has rarely been treated in a sport area. Therefore, the purpose of this study was to identify decision-making styles (shopping styles) of young-adult Singaporean consumers for sports products with PSISP scale.
Method 183 college students from a large university in western Singapore were deemed as usable data after excluding 51 questionnaires. The instrument contained 42 Likert-scale items under nine shopping conscious dimensions: Quality, Brand, Fashion, Recreation, Price, Impulse, Confusion, Habit, and Endorsement Consciousness developed by Bae, Lam, and Jackson (2009). To examine the applicability of the instrument, this study performed item reduction (factor analysis) and computed scale (reliabilities of each dimensions).
Analysis/Results From this analysis, 35 item-loadings, arranged from 0.58 to 0.91 under nine factors, emerged after analyzing the 42 items. They which meet the Kaiser criterion accounted for 68.49% of total variance. Reliability alpha coefficients for each dimension ranged from 0.68 to 0.91.
Conclusions The finding of this study might be useful to sports marketers who extend the coverage of their products to Singapore as well as can be useful for corporations targeting the young-adult Singaporean consumer market
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