- citati u SCIndeksu: 0
- citati u CrossRef-u:0
- citati u Google Scholaru:[
 ]
- posete u poslednjih 30 dana:27
- preuzimanja u poslednjih 30 dana:17
|
|
|
2019, vol. 50, br. 1, str. 3-12
|
|
Osobine ličnosti i kupovne vrednosne dimenzije kod tradicionalnih i kupaca koji kupuju putem interneta
Personal traits and purchasing values of traditional buyers and online shoppers
Sažetak
Predstavljeno 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.
Abstract
This study was aimed to investigate relationship among Big five personality traits and shopping values of traditional and online shoppers. The sample consists of 193 respondents, the average age of 33 years, living on the territory of Serbia. The questionnaires that were used were: Serbian adaptation of IPIP 50 Scale (Goldberg, 1992), the Scale of hedonistic and utilitarian purchasing value dimensions (Babin, Darden, Griffin, 1994), as well as a questionnaire that measures demographic characteristics (gender and age). Data analysis is performed in the statistical program SPSS and the results have shown that personality traits - extraversion and emotional stability predict hedonistic shopping value dimensions, while consciousness and intellect significantly predict utilitarian ones (shopping values). We have also found that traditional customers achieve statistically significant more results on the dimension of the extraversion and hedonistic purchasing value dimension and lower results on the dimension of emotional stability than online buyers. The obtained results were discussed according to available scientific literature.
|
|
|
|
Reference
|
|
|
Arisal, I., Cömert, Y. (2016) The effect of hedonic and utilitarian motives on consumer behavior: A comparison study between Turkish and Spanish University students. European Journal of Business and Social Sciences, 5(3): 99-112
|
|
 
|
Babić, R., Krajnović, A., Radman-Peša, A. (2011) Dosezi elektroničke trgovine u Hrvatskoj i svijetu. Oeconomica Jadertina, 1(2)
|
|
1
|
Babin, B.J., Darden, W.R., Griffin, M. (1994) Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4): 644-644
|
|
|
Batra, R., Ahtola, O.T. (1991) Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2): 159-170
|
|
|
Bosnjak, M., Galesic, M., Tuten, T. (2007) Personality determinants of online shopping: Explaining online purchase intentions using a hierarchical approach. Journal of Business Research, 60(6): 597-605
|
|
|
Broekhuizen, T. (2005) Understanding channel purchase intention: Measuring online and offline value perceptions. Rijksuniversiteit Groningen
|
|
|
Chaffey, D. (2002) eMarketing eXcellence: The heart of eBusiness. Oxford: Bufferworth Heinemann
|
|
|
Chen, T. (2011) Personality Traits Hierarchy of Online Shoppers. International Journal of Marketing Studies, 3(4): 23-39
|
|
|
Dobre, C., Milovan-Ciuta, A.M. (2015) Personality influences on online stores customers behavior. Ecoforum, Vol.4, Issue 1(6), 69-76
|
|
|
Gohary, A., Hanzaee, K.H. (2014) Personality Traits as Predictors of Shopping Motivations and Behaviors: A Canonical Correlation Analysis. Arab Economic and Business Journal, 9(2): 166-174
|
|
|
Guido, G. (2006) Shopping motives, Big Five Factors, and the Hedonic/Utilitarian shopping value: An integration and factorial study. Innovative marketing, 2(2)
|
|
|
Gupta, P. (2015) Comparative study of online and offline shopping: a case study of Rourkela in Odisha. Rourkela, Odisha, India: Department of Humanities and Social Sciences-National Institute of Technolog
|
|
1
|
Hirschman, E.C., Holbrook, M.B. (1982) Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing, 46(3): 92-92
|
|
|
Khare, A. (2011) Influence of hedonic and utilitarian values in determining attitude towards malls: A case of Indian small city consumers. Journal of Retail & Leisure Property, 9(5): 429-442
|
|
|
Majstorović, N. (2012) Istraživačke metode i tehnike u industrijskoj/ogranizacijskoj psihologiji. Novi Sad: Filozofski fakultet, ISBN: 978-86-6065-116-9
|
|
|
Matović, V., Čavić, B., Bulović, V. (2013) Strategije korišćenja Interneta u maloprodajnim objektima u Republici Srbiji. u: Infoteh-Jahorina, 12: 703-707
|
|
|
Reddy, K.S.L., Laxmi, S.J. (2014) A comparative study of traditional shopping vs online shopping. Annquest, 3(1): 37-51
|
|
1
|
Republički zavod za statistiku Srbije (2018) Baza podataka. Preuzeto sa http://data.stat.gov.rs/ (pristupljeno 8. februar. 2018.)
|
|
|
Sarkar, A. (2011) Impact of utilitarian and hedonic shopping values on individual's perceived benefits and risks in online shopping. International Management Review, 7(1): 58-65
|
|
|
Schmid, B., Axhausen, K.W. (2019) In-store or online shopping of search and experience goods: A hybrid choice approach. Journal of Choice Modelling, 31: 156-180
|
|
|
Smederevac, S., Mitrović, D. (2009) Ličnost metodi i modeli. Beograd: Centar za primenjenu psihologiju
|
|
|
Sullivan, M., Adcock, D. (2002) Retail Marketing. London: Thomson Learning
|
|
|
Tabatabaei, M., Butler, S., Rogers, C.F. (2005) Traditional shoppers and online shopping. SAIS, 141-144
|
|
|
To, P.L., Sung, E.P. (2015) Internet shopping: A study based on hedonic value and flow theory. International Journal of Economics and Management Engineering, 9: 7-7
|
|
|
Tsao, W., Chang, H.R. (2010) Exploring the impact of personality traits on online shopping behavior. African Journal of Business Management, 4(9): 1800-1812
|
|
|
Uzan, M. (2014) Consumers' online and offline shopping behavior. University of Boras-Swedish school of textiles
|
|
|
Wei, L. (2016) Decision-making Behaviours toward Online Shopping. International Journal of Marketing Studies, Vol. 8, No. 3, pp 111-121
|
|
|
|
|