| Summary: | The objective of this research article is to identify the factors of consumer decisionmaking style in the context of electronic purchasing and test the significance of these
factors on the basis of gender and age of respondents through multi-comparison analysis.
Data for this report came from a survey of consumers (N = 411) with a structured
questionnaire design. Exploratory Factor Analysis (EFA), ANOVA and Post-hoc (for
multiple comparisons) were used to achieve the objectives of the study. To contribute to
an internationally valid and reliable research instrument for consumer decision-making
style in the context of electronic purchasing, new constructs were identified, which we
will call Electronic Consumer Style Inventory (ECSI). Consistent with the hypotheses, in
general, the extracted factors in consumers’ electronic buying decision-making style are
found to be significant on the basis of respondent gender and age. Customers’
evaluations of e-service quality are critical to service firms that aim to improve their
marketing strategies; consequently, accurate measurement of e-service quality is a major
concern for management. The resultant implications of this research are discussed by the
authors and can help e-vendors and marketing managers achieve a sustainable
competitive advantage in global markets and enhance their performance.
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