Metrika članka

  • citati u SCindeksu: 0
  • citati u CrossRef-u:0
  • citati u Google Scholaru:[=>]
  • posete u poslednjih 30 dana:12
  • preuzimanja u poslednjih 30 dana:11
članak: 1 od 1  
Back povratak na rezultate
Marketing
2018, vol. 49, br. 3, str. 181-191
jezik rada: srpski
vrsta rada: izvorni naučni članak
objavljeno: 07/03/2019
doi: 10.5937/markt1803181S
Creative Commons License 4.0
Izbegavanje neizvesnosti u procesu odlučivanja o kupovini
Univerzitet u Kragujevcu, Ekonomski fakultet

e-adresa: ssapic@kg.ac.rs, jsavic@kg.ac.rs, jovanagolo@kg.ac

Sažetak

Usled nedostatka znanja i informacija potrošači se u procesu odlučivanja o kupovini često nalaze u stanju neizvesnosti. Razumevanje izvora neizvesnosti potrošača je bitno za njihovo bolje usluživanje. Cilj rada je da se dođe do relevantnih naučnih saznanja o uticaju izbegavanja neizvesnosti kao dimenzije nacionalne kulture i aspekata ponašanja potrošača sa kojima je povezana (percipirani rizik, inovativnost, lojalnost brendu, tržišni mavenizam) na proces odlučivanja o kupovini. Anketiranjem potrošača na teritoriji Kragujevca prikupljeni su primarni podaci koji su obrađeni u statističkom softveru SPSS v. 20. Rezultati sprovedenih statističkih analiza su pokazali da izbegavanje neizvesnosti ima značajne statističke efekte na posmatrane aspekte ponašanja potrošača, kao i da sve ove varijable zajedno, izuzev inovativnosti, determinišu proces odlučivanja o kupovini. Pored toga što omogućava da se bolje razumeju efekti izbegavanja neizvesnosti na potrošačke odluke, rad ima značajne menadžerske implikacije za formulisanje odgovarajućih marketing strategija.

Ključne reči

Reference

al Kailani, M., Kumar, R. (2011) Investigating Uncertainty Avoidance and Perceived Risk for Impacting Internet Buying: A Study in Three National Cultures. International Journal of Business and Management, 6(5)
Aldousari, A.A., Yasmin, F., Yajid, M.S.A., Ahmed, Z.U. (2017) Consumer evaluations of store brands: Effects of product-perceived risks. Journal of Transnational Management, 22(2): 71-90
Alkailani, M., Kumar, R. (2016) Impacting innovativeness: The role of interpersonal influences and cultural dimensions on consumer innovativeness. Journal of Strategic Innovation and Sustainability, 11(1): 62-78
Asamoah, E.S., Chovancová, M. (2016) The Effect of Cultural Orientation on the Purchasing Decisions of Consumers: a Cross Cultural Comparative Study. International Journal of Contemporary Management, 15 (1): 7-32
Christodoulides, G., Michaelidou, N. (2010) Shopping motives as antecedents of e-satisfaction and e-loyalty. Journal of Marketing Management, 27(1-2): 181-197
Cleveland, M., Babin, B.J., Laroche, M., Ward, P., Bergeron, J. (2006) Information search patterns for gift purchases: a cross-national examination of gender differences. Journal of Consumer Behaviour, 3(1): 20-47
Cox, D.F., Rich, S.U. (1964) Perceived Risk and Consumer Decision-Making-The Case of Telephone Shopping. Journal of Marketing Research, 1(4): 32-39
Doğru, H., Ertaş, M., Yılmaz, S.B. (2017) Travel agents as market mavens: An empirical study on travel agencies in Izmir. Turizam, vol. 21, br. 4, str. 161-171
Essoo, N., Dibb, S. (2004) Religious Influences on Shopping Behaviour: An Exploratory Study. Journal of Marketing Management, 20(7-8): 683-712
Fitzmaurice, J. (2011) Market mavens' motivations to acquire information. Marketing Management Journal, 21(1): 71-83
Garbarino, E., Strahilevitz, M. (2004) Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation. Journal of Business Research, 57(7): 768-775
Guseva, N. (2013) Cultural aspects of decision-making in online purchases. Tržište, vol. 25, no. 1, 7-20
Hawkins, D.I., Mothersbaugh, D.L. (2010) Consumer behavior: Building marketing strategy. New York: McGraw-Hill
Hofstede, G. (1983) National cultures in four dimensions: A research-based theory of cultural differences among nations. International Studies of Management & Organization, 13(1-2): 46-74
Hofstede, G. (1994) The business of international business is culture. International Business Review, 3(1): 1-14
Hofstede, G. (1980) Motivation, leadership, and organization: Do American theories apply abroad?. Organizational Dynamics, 9(1): 42-63
Jin, N.(Paul), Line, N.D., Merkebu, J. (2016) Examining the Impact of Consumer Innovativeness and Innovative Restaurant Image in Upscale Restaurants. Cornell Hospitality Quarterly, 57(3): 268-281
Jisana, T.K. (2014) Consumer behaviour models: an overview. Sai Om Journal of Commerce & Management, 1(5): 34-43
Jung, K., Kau, K.A. (2004) Culture's influence on consumer behaviors: Differences among ethnic groups in a multiracial Asian country. Valdosta, GA: Association for Consumer Research, Volume 31, 366-372
Kacen, J.J., Lee, J.A. (2002) The Influence of Culture on Consumer Impulsive Buying Behavior. Journal of Consumer Psychology, 12(2): 163-176
Kim, D.J., Ferrin, D.L., Rao, H. R. (2008) A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2): 544-564
Kocoglu, C., Tengilimoglu, D., Ekiyor, A., Guzel, A. (2015) The Effects of Brand Loyalty on the Consumer Buying Behaviors: The Example of Perfume in the Province of Ankara. International Journal of Humanities and Management Sciences, 3(5): 318-323
Kusumah, R. (2015) Analyze the Effect of Trust, Price, Quality and Perceived risk Toward Consumer Purchase Behavior in Online Shops Instagram. Jurnal Berkala Ilmiah Efisiensi, 15(5): 355-366
Lam, D., Lee, A.Y. (2005) The influence of cultural values on brand loyalty. 163-171
Langat, D., Oudor, P. (2015) The effects of Hofstede's dimensions of culture on consumer purchase decisions amongst the Kipsigis community: a case study of Bomet county. Strategic Journal of Business & Change Management, 2(14): 249-267
Littler, D., Melanthiou, D. (2006) Consumer perceptions of risk and uncertainty and the implications for behaviour towards innovative retail services: The case of Internet Banking. Journal of Retailing and Consumer Services, 13(6): 431-443
Maciejewski, G. (2012) Perceived risk in purchasing decisions of the Polish consumers-Model-based approach. Journal of Economics & Management, 37-52; (8)
Marinković, V. (2012) Marketniški aspekti satisfakcije i lojalnosti. Kragujevac: Ekonomski fakultet
Miklošík, A. (2015) Changes in purchasing decision-making process of consumers in the digital era. European Journal of Science and Theology, Vol. 11, No. 6, 167-176
Mitchell, V.W., Vassos, V. (1998) Perceived Risk and Risk Reduction in Holiday Purchases: A Cross-Cultural and Gender Analysis. Journal of Euromarketing, 6(3): 47-79
Mitchell, V. (1999) Consumer perceived risk: conceptualisations and models. European Journal of Marketing, 33(1/2): 163-195
Momani, D.R. (2015) The Impact of Brand Dimension on the Purchasing Decision Making of the Jordanian Consumer for Shopping Goods. International Journal of Business and Social Science, Vol, 6, 149-168
Mulaomerovic, E., Trappey, C.V. (2013) The role of cultural dimensions in the acceptance of retail innovations. 491-496
Munthiu, M.C. (2009) The Buying Decision Process and Types of Buying Decision Behavior. Sibiu Alma Mater University Journals. Series A. Economic Sciences, 2(4), 27-33
Nagaraja, R., Girish, S. (2016) Consumer Buying Decision Process in Indian Organized Retail Industry - Characterization of Male and Female Respondents. International Review of Management and Marketing, 6(S4), 200-204. (Special Issue for 'Asia International Conference (AIC 2015), 5-6 December 2015, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia')
Neckel, A., Boeing, R. (2017) Relation between Consumer Innovativeness Behavior and Purchasing Adoption Process: A Study with Electronics Sold Online. International Journal of Marketing Studies, 9(3): 64
Oke, A.O., Kamolshotiros, P., Popoola, O.Y., Ajagbe, A.M., Olujobi, J.O. (2016) Consumer behavior towards decision making and loyalty to particular brands. International Review of Management and Marketing, 6, 43-52
Prasad, R.K., Jha, M.K. (2014) Consumer buying decisions models: A descriptive study. International Journal of Innovation and Applied Studies, 6(3): 335-351
Sharma, J.K., Kurien, D. (2017) Perceived Risk in E-Commerce: A Demographic Perspective. NMIMS Management Review, 34(1): 31-57
Smith, J.B., Bristor, J.M. (1994) Uncertainty orientation: Expalaining diffeerences in purchase involvement and external search. Psychology & Marketing, 11(6): 587-607
Solomon, M., Bamossy, G., Askegaard, S., Hoog, M.K. (2006) Consumer behaviour: A European perspective. Edinburgh Gate, England: Pearson Education Limited
Stampfl, R.W. (1978) Perceived risk and consumer decision making. Journal of Consumer Studies & Home Economics, 2(3): 231-245
Stanković, L., Đukić, S., Popović, A. (2012) Research of consumer motives and attitudes about tourist destinations. Marketing, vol. 43, br. 2, str. 104-112
Steenkamp, J.E.M., ter Hofstede, F., Wedel, M. (1999) A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness. Journal of Marketing, 63(2): 55-69
Su, S.H., Liu, Y.L., Phu, P.T. (2017) A Cross-cultural Study of Food Purchase Decision in Taiwan and Vietnam. GSTF Journal on Business Review, 2(3): 156-161
Suelin, T.C. (2010) Understanding consumer purchase behavior in the Japanese personal grooming sector. Journal of Yasar University, 17(5): 2910-2921
Sunitha, T., Justus, T.F.S., Ramesh, M. (2012) Determinants of Perceived Risk in Purchase of Car. Pacific Business Review International, 5(2): 35-43
Tellis, G.J., Yin, E., Bell, S. (2009) Global Consumer Innovativeness: Cross-Country Differences and Demographic Commonalities. Journal of International Marketing, 17(2): 1-22
Yahyavana, M., Salman, F. (2017) Measuring the influence of cultural dimension on consumer behavior towards online automobile purchase in Pakistan. Journal of Business Studies, Vol. 13 I; 97-108; 1
Yeniyurt, S., Townsend, J.D. (2003) Does culture explain acceptance of new products in a country?. International Marketing Review, 20(4): 377-396
Yu, S., Hudders, L., Cauberghe, V. (2018) Selling luxury products online: The effect of a quality label on risk perception, purchase intention and attitude toward the brand. Journal of Electronic Commerce Research, 19(1): 16-35