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Marketing 2019, vol. 50, br. 1, str. 3-12
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Osobine ličnosti i kupovne vrednosne dimenzije kod tradicionalnih i kupaca koji kupuju putem interneta
SažetakPredstavljeno istraživanje imalo je za cilj da ispita relacije dimenzija ličnosti iz modela Velikih pet i kupovnih vrednosnih dimenzija kod tradicionalnih i kupaca koji dominantno kupuju putem interneta. Uzorak se sastojao od 193 ispitanika, prosečne starosti 33 godine, koji žive u Srbiji, a upitnici kojisu bili korišćenisu srpska adaptacija skale IPIP 50 (Goldberg, 1992), Skala hedonističkih i utilitarističkih kupovnih vrednosnih dimenzija (Babin, Darden, Griffin, 1994), kao i upitnik demografskih karakteristika (pol istarost). Analiza podataka je izvršena u statističkom programu SPSS, a dobijeni rezultati pokazalisu da osobine ličnosti ekstraverzija i emocionalna stabilnost predviđaju hedonističke kupovne dimenzije, dok su savesnost i intelekt značajni u predviđanju utilitarističkih. Takođe, utvrdilismo da tradicionalni kupci imaju više izraženu ekstraverziju i hedonističke kupovne vrednosti, kao i niži nivo emocionalne stabilnosti od kupaca koji kupuju putem interneta. Dobijeni rezultati prodiskutovanisu spram dostupne naučne literature.
Ključne reči
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