一种新的消费者类型 运动型消费者

 

Professors from San Francisco State University revealed this new breed of shoppers and presented evidence that they have similar behaviors of competitive athletes in that they view bargain shopping as an achievement domain¹.

 

Achievement goal theory, which describes the motivational behavior of sports athletes in achieving their athletic² goals, was used in the study to better understand the motivation of sport shoppers.

 

The study looked at American undergraduate students, who filled out open-ended surveys, participated in interviews and took part in closet inventories³.

 

The researchers then analyzed⁴ the information using three categories: task, ego⁵ and social approval.

 

'This is somebody who takes great pride in their ability to get the thing they want at a discount,' said Kathleen O'Donnel, associate dean of the School of Business.

 

'It's not about spending the least, it's about saving the most.'

 

O'Donnell is the lead author on an article published online Nov. 14 in the Journal of Retailing⁶ and Consumer Services, with Judi Strebel, chair of the marketing⁷ department, and their Australian colleague Gary Mortimer of Queensland University as co-authors.

 

The article, titled, 'The thrill of victory: Women and sport shopping,' will be published in print early in 2016.

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