一种新的消费者类型 运动型消费者
Researchers found that sport shoppers don't just bargain hunt for the best deals, but also for the thrill of it.
研究人员发现，“运动型消费者”不仅在寻找最优价，他们还很享受买促销品带给他们的兴奋感。
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 domain.
Achievement goal theory, which describes the motivational behavior of sports athletes in achieving their athletic 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 inventories.
The researchers then analyzed the information using three categories: task, ego 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 Retailing and Consumer Services, with Judi Strebel, chair of the marketing 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.