Abstract
Today’s smart consumers are intelligent consumers with multiple roles in the digital consumption environment. Consumer smartness refers to the multi-dimensional qualities that support various roles. Aiming to discover who the smart consumers are in the digital consumption context, this study classifies consumer segments based on consumer smartness and explores each segment’s profile in terms of demographic and behavioral characteristics. Using the data of 541 adult consumers, a clustering analysis generated four optimal clusters: Go-getters, Socialites, Realists, and Shopping-pococurante. Consumers with a higher level of consumer smartness were likely to have stronger shopping and sharing intentions, which indicates that smart consumers are active entities in the digital consumption context. This is the first attempt to segment today’s consumers carrying out multiple roles based on the concept of consumer smartness.
Highlights
In a tough retail environment with a deepening economic recession, the unexpected outbreak of a pandemic, and consumer changes, retailers have recently faced matters of survival
The coefficient varied between −1 and 1; a value close to 1 indicates that the instance is close to its cluster and is a part of the right cluster [99]
Addressing the lack of consideration of multiple roles of a new consumer segment, this study aimed to discover who the smart consumers are in the digital consumption environment
Summary
In a tough retail environment with a deepening economic recession, the unexpected outbreak of a pandemic, and consumer changes, retailers have recently faced matters of survival. A possible way to maintain their sustainability might be to recognize and understand changes in consumers quickly and accurately, and to concentrate marketing resources on the right segment. For this reason, unique consumers who quickly adopt new things, lead opinions, have a thorough knowledge of the market, or provide potential solutions for companies have always received attention from researchers and practitioners, because these unique consumers are influential to other consumers and represent consumer needs. Most studies on such unique consumers have limitations in keeping up with consumer changes with respect to understanding consumer roles and business applicability
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