This paper aims to explore the differences between consumer decision-making styles (CDS) in the traditional and new-type 3C malls for cross regions (China, Taiwan) and consumers with different genders. The results indicated that the CDS of consumers purchasing 3C products varies between regions, types of malls and genders, and it shows both utilitarian and hedonic shopping styles. The practical management implications of our findings are important for the operation of 3C malls. The study not only combines theory and practice, but also feeds back findings to the management of the 3C malls in order to obtain management implications.
Key words: Consumer style inventory (CSI), decision-making styles, cross-regional, China, Taiwan.
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