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Serbian Journal of Management
2012, vol. 7, br. 1, str. 53-64
jezik rada: engleski
vrsta rada: neklasifikovan
objavljeno: 21/02/2012
doi: 10.5937/sjm1201053G
Primena modela stimulacije i reakcije na ponašanje impulsivnih kupaca u Alžiru
Department of Business, Faculty of Economic and Management Sciences, Djilali Liabes University, Sidi Bel Abbes, Algeria

e-adresa: graa_amel@yahoo.fr

Sažetak

Ovaj rad istražuje uticaj situacionih faktora na ponašanje impulsnih kupaca upotrebom Mehrabian i Russell's (1974) okvira (Stimulans & reakcija model). Rezultati predlažu da kupčeve emocije mogu biti odlučujući faktor u procesu impulsne kupovine. U ovoj studiji, istraživano je kako situacioni faktori i emocionalna stanja mogu uticati različite dimenzije impulsicne kupovine Alžirskih kupaca. Snimanjem reakcija 687 korisnika u regionu zapadnog Alžira, zaključeno je da postoji pozitivna relacija između nezavisne i zavisnih promenjivih. Prema rezultatima, zadovoljstvo je povezano sa dizajnom, dok je uzbuđenje povezano sa prihvatanjem pakovanja i ambalaže, ali je najdominantnija emocija povezana sa vremenom provedenim u radnji. Velike trgovine mogu preuzeti rezultate ovog istraživanja kako bi vršili dodatnu obuku svojih zaposlenih i omogućili adekvatne signale i poziciju na koju proizvodi koji se prodaju treba da budu smešteni u radnji.

Ključne reči

impulsna kupovina; situacioni faktori; model Mehrabian i Russell's

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