近年來，3C產業蓬勃發展，賣場通路型態亦開始多元化。而招商式賣場是於1996年之後興起的新型態3C賣場，其有別於傳統3C賣場的經營模式，招商式賣場是將許多中小型商店集中於賣場內，不經手銷售只負責賣場管理的營運方式，其營運成效相當良好。而這樣管銷分離的經營模式目前已經在大陸、韓國及日本等……亞洲地區急遽的擴張。而本研究使用Sproles & Kendall's (1986)的CSI量表（Consumer Style Inventory, CSI）」，探討學生於招商式賣場與非招商式賣場間，其消費者決策型態（Consumer decision-making styles）有何差異。
許多學者進而提出將其八種消費者購買決策型態，用實用性購物風格及享樂性購物風格進行分類：完美主義型、價格意識型、過多資訊迷惑型及粗心衝動型，歸屬於實用性購買；品牌意識型、休閒娛樂型、新奇流行型及習慣忠誠型歸納為享樂性購買。
而本研究將採用階層驗證性因素分析，分析學生購買3C產品時，在不同經營型態的賣場裡，其消費者購買決策型態之異同，並探討學生是否有傾向的購物風格（Shopping Style）。
研究結果發現：在消費者決策型態的部分，以不同賣場類型而言，學生在招商式賣場跟非招商式賣場的消費者決策型態有所差異，並且其購買決策順序亦不相同。而不同人口統計變數也會造成消費者決策型態有所差異，且購買決策順序亦不相同。同時研究亦發現，學生的消費者決策型態明顯偏向享樂性購物。

In recent years, 3C industry is flourishing, and channel become diversify. The shop-rented 3C mall, a new type of 3C mall that differ from the traditional business model, rise after 1996, and it is concentrated in many small and medium stores within a shopping mall. In recent years, shop-rented 3C mall developed rapidly and spread to Asian countries (eg: China, Korea and Japan). This research uses Sproles & Kendall's (1986) CSI Scale to explore the differences of the student’s consumer decision-making style in the shop-rented 3C mall and non-shop-rented 3C mall.
In addition, many researchers have also suggested that this eight type of consumer decision-making styles can be divided into two group: perfectionism and high quality consciousness, price or value consciousness, confusion from overchoice and impulsiveness and carelessness are the utilitarian shopping style; rand conscious and price -equals-quality, novelty and fashion consciousness, recreational and hedonistic shopping consciousness and habitual, brand-loyal orientation are hedonic shopping style. And this study uses the Hierarchical Confirmatory Factor Analysis (HCFA) of Structural Equation Modeling (SEM) to analysis the differences between the consumer decision-making style and also to explore whether students have a tendency to shopping style.
The results showed that it is different for student’s decision-making style between shop-rented 3C mall and non-shop-rented 3C mall. And different demographic variables also Influence consumer decision-making style. We also study also found that students are clearly biased hedonic shopping style.

一、網站：
1. 資策會MIC-AISP情報顧問服務網站
http://mic.iii.org.tw/intelligence/
2. 行政院主計處
http://www.dgbas.gov.tw/mp.asp?mp=1
3. NOVA資訊廣場
http://www.nova.com.tw/
4. 燦坤實業
http://www.tk3c.com.tw/
5. ICSC(International Council of Shopping Centers)(2010). http://www.icsc.org/index.php

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