Digital Communities

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).