Smart Shopper Identity: The Construct, Antecedents, and Consequences

摘要

Consumers are motivated to engage in shopping activities for different extrinsic and intrinsic reasons. Intrinsic reasons may involve shopping to experience fun or to express one's shopping competence. Engaging in repeated and habitual shopping activities based on fun or competence develops into a shopper identity. Those who routinely shop for fun are referred to as recreational shoppers; those who shop for competence are referred to as smart shoppers.