"只为享受买打折的快感",你是这种消费者吗？
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.
他们总有制胜的策略,他们知道去哪最好、如何把战利品带回家.
It may sound like an elite athlete, but researchers say it's qualities found in a new breed of shoppers.
这听起来像是在说优秀运动员,不过研究人员称,这其实是在描述一种新的消费者类型.
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.
旧金山州立大学的教授还原了这种新型消费者.他们的研究显示,这种消费者有点像竞技运动员,他们把买到物美价廉的东西看作一项成就.
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.
"成就目标理论"常被用来描述促进运动员实现目标的激励行为.该理论也被用在此次对消费者的研究中,以帮助理解"运动型消费者"的行为动机.
The study looked at American undergraduate students, who filled out open-ended surveys, participated in interviews and took part in closet inventories.
这项研究以美国本科生为研究对象,让他们填写开放式问卷、接受面试并清点衣橱清单.
The researchers then analyzed the information using three categories: task, ego and social approval.
随后调查人员将所有信息分成三类：任务、自我和社会认可,并进行分析.
'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.
商学院副院长凯萨琳·奥唐纳说,"他们为自己能在打折时买到想要的东西感到非常骄傲."
'It's not about spending the least, it's about saving the most.'
"不是因为花的钱最少,而是因为打折打的最多."
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.
相关论文发表在11月14日的网络版《零售和消费者服务》杂志上.奥唐纳是该论文的第一作者.市场部主管朱迪·斯特雷贝尔以及他们的澳大利亚同事、昆士兰大学的加里·莫蒂默为共同作者.
The article, titled, 'The thrill of victory: Women and sport shopping,' will be published in print early in 2016.
