Adapting Consumer Style Inventory to Cultural Heritage Site Visiting Context

Abstract

Purpose -The purpose of this study is to examine the applicability of the Consumer Decision-Making Style (CDMS) theoretical framework in the context of visiting cultural heritage sites and to adapt the original Consumer Style Inventory (CSI)measurement instrument accordingly. Since adapted measurement instruments should be tested for their psychometric properties before being applied in empirical studies, the aim of this paper is to test an original Consumer Style Inventory in an observed research context. Design/Methodology/Approach -The paper analyses the psychometric properties of the modified measurement scale by assessing its reliability, convergent and discriminant validity, and dimensionality. In accordance with previous recommendations in the literature, a shortened version of the original CSI was proposed. Data were collected from a sample of undergraduate and graduate students (n = 332). Exploratory and confirmatory factor analysis methods and Cronbach's alpha coefficient were used in the study. Findings and implications -This empirical study found that the adapted measurement subscales (with the exception of the Impulsiveness subscale) had satisfactory psychometric properties. The adapted measurement subscales have