Digital Communities

Prof Rajagopal

Chapter 5 in Managing Social Media and Consumerism, 2013, pp 89-108 from Palgrave Macmillan

Abstract: Abstract Shopping behavior is a perceived action that emerges to satisfy the needs of consumers through appropriate reasoning. This process has been determined by a theory of reasoned action and is related to voluntary behavior. That voluntary behavior of shopping is controlled by various economic and relational variables that lead to planned behavior is a theory that predicts deliberate behavior, because behavior can be deliberative and planned (Ajzen, 2002). Shopping is largely associated with perceived satisfaction and a degree of self-esteem that not only contributes to building buyer behavior but also helps to develop social image. Built on social-identity theory and self-categorization theory, the shopping behavior of urban consumers can be determined as a subjective action motivated largely by the individual and group behavior of fellow consumers. The process of self-categorization con-textually assimilates consumers toward a positive perception, cognition, affect, and behavior (Hogg, 2000). Social identity is the individual’s self-concept derived from social influence and is an individual-based perception linking to the self-esteem and lifestyle of a consumer (Hogg and Vaughan, 2002).

Keywords: Retail Store; Store Format; Shopping Mall; Shopping Behavior; Mobile Commerce (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-28192-0_5

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DOI: 10.1057/9781137281920_5

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