The Impact of Time and Planning Orientation on an Individual's Recreational Shopper Identity and Shopping Behavior

Abstract

We propose a model in which the consumer's time orientation (past, present, and future) influences planning orientation (impulsiveness and prudence), which in turn affects the consumer's recreational shopper identity (RSI), and general behaviors, such as browsing and socializing, and specific shopping behaviors, such as time and dollars spent on clothing. The findings of the structural equation modeling indicate that present time orientation influences impulsiveness and prudence, whereas past and future orientation only influences prudence. Further, impulsiveness influences RSI, which in turn influences all shopping behaviors. The findings have implications for managers for selecting segmentation, communication, and merchandising strategies.

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