Comparative Study on Hedonic and Utilitarian Decision-Making Style of Online Pearl Jewelry Consumer

Based on CSI (Consumer Style Inventory), this article developed online pearl jewelry consumer's decision-making style scale to investigate and propose six dimensional model, including fashion and perfection consciousness, self entertainment consciousness, personal style consciousness, value and quality consciousness, confused of choice and network media consciousness. The subjects were divided into two groups both hedonic and utilitarian decision-making style by cluster analysis. As comparison of two groups with independent sample T-tests, it showed that both hedonic and utilitarian decision-making styles have significant difference in fashion and perfection consciousness, self entertainment consciousness, value and quality consciousness, confused of choice and network media consciousness, which haven't significant difference only in personal style consciousness. The results of hypothesis verification indicated that pearl jewelry consumers of hedonic decision-making style are more prone to fashion and perfection consciousness, self entertainment consciousness, value and quality consciousness and easier to face confused of choice, while pearl jewelry consumers of utilitarian decision-making style tend to network media consciousness. This research proved that decision-making style of online pearl jewelry consumers is influenced by hedonic and utilitarian motivations, and hedonic motivation is more dominate.