From Decision Resources to Effective Choices: The Mediating Role of Decision-Making Style and the Boundary Effect of Age among Indian Consumers
DOI: https://doi.org/10.5281/zenodo.23589847
Gargi Dasgupta, Dr. D N Murthy
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Keywords:
consumer decision-making; prior knowledge; technology adoption; social influence; decision-making style; age
Abstract:
Digital consumer environments expose individuals to extensive product information, technology-enabled comparison tools, and socially generated cues, yet access to these resources does not guarantee effective choice. This study develops and tests a decision-resource framework that explains how prior knowledge, technology adoption, and social influence shape consumer decision effectiveness through decision-making style, while age acts as a boundary condition. A quantitative, cross-sectional survey was conducted with 413 consumers drawn from five age groups. The model was estimated using partial least squares structural equation modelling with 5,000 bootstrap subsamples. The measurement model demonstrated satisfactory indicator reliability, internal consistency, convergent validity, discriminant validity, and acceptable collinearity. Prior knowledge, social influence, and technology adoption had significant positive effects on both decision-making style and decision effectiveness. Technology adoption showed the strongest direct effect on decision effectiveness and the strongest effect on decision-making style. Decision-making style positively influenced decision effectiveness and partially mediated all three antecedent relationships. Age significantly moderated the decision-making style to effectiveness relationship, indicating that the conversion of a structured decision process into effective choice varies across age groups. The model explained 71.4% of the variance in decision-making style and 89.9% of the variance in decision effectiveness. The study contributes by integrating cognitive, digital, and social decision resources within a single process model and by positioning decision-making style as a resource-conversion mechanism rather than a descriptive consumer trait.