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ISSN : 1229-8778
This study addresses following research questions: (1) What effect do consumer's decision-making style and self-monitoring on price perception behavior(PPB)? (2) Do linkage between decision-making style and self- monitoring on PPB depend on different types of consumer groups by their lifestyles? Total of 248 valid questionnaire survey was collected and analyzed, ages between 20s~40s. The results indicated that consumers with such propensities as brand-seeking, quality-seeking, confused, fashion-seeking, and impulse buying, showed positive significance to PPB, whereas time-saving showed negative significance. For those with high self-monitoring showed positive significance with low-cost oriented PPB. In analyzing the moderating effect of different lifestyle types between decision-making style and PPB, fashion-concerned, active relationship-seeking, family-oriented, self-trust showed positive significance to PPB, whereas only fashion-concerned showed significance in relationship between the self-monitoring and PPB. The study provided potential framework for customized selling and purchasing tactics for today's consumers by understanding the causal linkages among different decision-making styles to different PPBs along with different lifestyles consumers possess.
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