Taiwanese Consumers’ Decision-Making Styles: The Role of Perceptions of the Internet

The purpose of this study is to explore the relationship between online consumers’ perceptions and decision-making styles regarding the Internet. Four perceptions and six decision-making styles were administered. Data were gathered from 454 consumers with online shopping experience in Taiwan. It was found that, of the four perceptions of Tool, Technology, Toy and Tour, consumers are more inclined to view the Internet as a ‘Tool’ or as ‘Technology.’ The results indicate that consumers who hold the ‘Tool’ perception of the Internet are positively correlated to the Perfectionism consciousness decision-making style, but negatively relate to Brand consciousness, Novel-fashion consciousness and Brand-loyalty consciousness. Consumers with ‘Toy’ perceptions tend to show relatively less preference for the Perfectionism consciousness style, but more for content, such as Brand consciousness, Novel-fashion consciousness, Confused by overchoice, and Brand-loyalty consciousness. No significant correlation was observed between the ‘Technology’ and ‘Tour’ perceptions and the six Internet decision-making styles.