"只為享受買打折的快感",你是這種消費者嗎？
Researchers find new breed of consumers will buy for the 'thrill of the bargain'
They always have a winning strategy, know the best places to compete and what it takes to bring a trophy home.
他們總有制勝的策略,他們知道去哪最好、如何把戰利品帶回家.
It may sound like an elite athlete, but researchers say it's qualities found in a new breed of shoppers.
這聽起來像是在說優秀運動員,不過研究人員稱,這其實是在描述一種新的消費者類型.
Researchers found that sport shoppers don't just bargain hunt for the best deals, but also for the thrill of it.
研究人員發現,"運動型消費者"不僅在尋找最優價,他們還很享受買促銷品帶給他們的興奮感.
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.
舊金山州立大學的教授還原了這種新型消費者.他們的研究顯示,這種消費者有點像競技運動員,他們把買到物美價廉的東西看作一項成就.
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.
"成就目標理論"常被用來描述促進運動員實現目標的激勵行為.該理論也被用在此次對消費者的研究中,以幫助理解"運動型消費者"的行為動機.
The study looked at American undergraduate students, who filled out open-ended surveys, participated in interviews and took part in closet inventories.
這項研究以美國本科生為研究對象,讓他們填寫開放式問卷、接受面試并清點衣櫥清單.
The researchers then analyzed the information using three categories: task, ego and social approval.
隨后調查人員將所有信息分成三類：任務、自我和社會認可,并進行分析.
'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.
商學院副院長凱薩琳·奧唐納說,"他們為自己能在打折時買到想要的東西感到非常驕傲."
'It's not about spending the least, it's about saving the most.'
"不是因為花的錢最少,而是因為打折打的最多."
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.
相關論文發表在11月14日的網絡版《零售和消費者服務》雜志上.奧唐納是該論文的第一作者.市場部主管朱迪·斯特雷貝爾以及他們的澳大利亞同事、昆士蘭大學的加里·莫蒂默為共同作者.
The article, titled, 'The thrill of victory: Women and sport shopping,' will be published in print early in 2016.
