文化差異是導致跨文化管理與全球化行銷成敗的主要因素之一，在既有文獻，多以特定國家文化之個人主義探討消費者決策型態上的差異，但這些差異是否具有全球普遍性，在此方面，還欠缺著文化維度與消費者決策型態間的清晰理解，以作為全球化管理者擬定市場區隔，進而拓展行銷策略之整體價值。因此，本研究以實證研究釐清國家文化之個人主義與消費者決策型態之間的關係。
本研究採用系統性文獻回顧與網絡後設分析，透過文獻檢索，根據Zangaro and Socken研究品質評定標準，每篇評分結果符合中高品質的文獻才納入後設分析。研究結果顯示SUCRA累積概率排序在完美高品質意識型、品牌意識價格等於品質型與新奇流行意識型較為普遍存在各個國家，而關鍵決策為品牌意識價格等於品質型，此研究結果得以增進跨文化管理對於消費者決策型態關係之文獻，最後，針對研究結果討論理論與管理意涵，並且提出建議與未來研究方向。
Cultural differences are a key factor that decides the results of cross-cultural management and global marketing. Previous scholars have most explored differences in consumer decision-making styles in the cultural context of a specific country from the perspective of individualism. Whether such differences can be generalized to countries worldwide remains to be clarified regarding the relationship between cultural dimensions and consumer decision-making styles. Supplementing this research gap helps global marketing managers determine market segmentation and increase the overall value of marketing strategies. Therefore, we perform an empirical study to explore the relationship between individualism and consumer decision-making styles under the cultural context of a country.
A systematic literature review and network meta-analysis are conducted. The re-search quality evaluation standard proposed by Zangaro and Socken is used to identify moderate and high-quality research papers for the meta-analysis. The surface under the cumulative ranking curve determined in this study indicates that the following three consumer decision-making styles are prevalent in country worldwide: perfectionistic and high-quality conscious, brand conscious and price equals-quality, and novelty and fashion conscious. Of these decision-making styles, brand conscious and price equals-quality is the key factor affecting consumer decisions. The results of this study provide a further insight into the relationship between cross-cultural management and consumer decision-making styles. Finally, suggestions and subsequent research directions are proposed according to the result discussion and management implications of this study.
