Advisors/Committee Members: Nutt, Paul.

▼ This study investigates three questions: (1) Generation Y’s dining decision-making styles, (2) Generation Y’s use of social networking websites (SNWs) for dining information search and sharing, and (3) the factors that influence Generation Y’s dining information search and sharing on SNWs. Specifically, three factors regarding consumer characteristics were examined: consumer decision-making styles (CDMS), consumer susceptibility to interpersonal influence (CSII), and consumer opinion leadership (COL). Gender difference was also examined. A pilot study was conducted using 38 undergraduate students from the Consumer Sciences Department of a Midwestern University in the United States. A final survey was conducted using 162 undergraduate students from the same program. Exploratory factor analysis and reliability analysis were performed to validate all variables. Descriptive statistics were gathered to describe the subjects’ age, gender, and their use of social networking websites. A Consumer Style Inventory was produced to profile respondents regarding their decision-making styles. A series of Mann-Whitney U tests were performed, alternately using CDMS, CSII, COL, and gender as grouping variables. Results show that Generation Y uses a variety SNWs. There is a moderate usage of SNWs for the purpose of dining information search and sharing. Five decision-making styles of Generation Y diners were identified: hedonistic/ recreational style, habitual/brand-loyal style, price conscious style, confused by over-choice style, and brand conscious style. Results also indicated that CSII and COL influence Generation Y’s use of SNWs for dining information search and sharing. CDMS has a partial influence. In particular, confused by over-choice style has an influence on dining information search and price conscious style has an influence on dining information sharing. No gender difference was detected. Limitations of this study and future research directions are also discussed. Advisors/Committee Members: Kandampully, Jay.