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Psihologija
2018, vol. 51, br. 2, str. 163-196
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 26/06/2018
doi: 10.2298/PSI170211014Z
Creative Commons License 4.0
Testiranje i inkorporiranje dodatnih etičkih odredbi u istraživanju falsifikovanja luksuzne robe na osnovu teorije planiranog ponašanja
aSouthwest Jiaotong University, School of Economics and Management, Chengdu, China
bCollege of Management Sciences, Karachi Institute of Economics and Technology, Pakistan
cSouthwest Jiaotong University, School of Economics and Management, Chengdu, China + Faculty of Management Sciences, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Karachi, Pakistan

e-adresa: hasnain@my.swjtu.edu.cn

Projekat

This research is supported by National Natural Science Foundation of China (grant number 71572156)

Sažetak

Falsifikovanje je problem koji postoji širom sveta. U nameri da se razreši ovaj problem, razvijen je novi holistički model koji sadrži 17 konstrukata. Ovaj model je empirijski proveren, a zasnovan je na teoriji promišljenih postupaka (eng. Theory of Reasoned Action) i teoriji planiranog ponašanja (eng. Theory of Planned Behaviour). Validne odgovore dalo je 907 učesnika ovog istraživanja, koji čine odziv od 95%. Nakon preliminarnih analiza, predložen je model koji je testiran u dve faze. Najpre je svaki konstrukt proveren korišćenjem konfirmatorne faktorske analize, što je bilo praćeno proverom modela u celini. Pretpostavljeni i empirijski provereni model (H1) adekvatno objašnjava stavove i ponašanje potrošača. Stav (H5) je najjači prediktor namere za kupovinom. Pored toga, moralna orijentacija (H4) je najjači prediktor stava, a nakon toga slede lična (H3) i socijalna orijentacija (H2). Što se tiče faktora nižeg reda, socijalne orijentacije, individualizam (H2D) je najjači prediktor stava, a nakon toga slede informativnost (H2B) i kolektivizam (H2C). Normativnost (H2D) nije testirana i isključena je tokom formiranja modela. S druge strane, u slučaju personalne orijentacije, opaženi rizik (H3C) nema efekat na stav, dok lično zadovoljstvo (H3E) ima najjači efekat na stav, što je praćeno materijalizmom (H3D), statusnom potrošnjom (H3A) i svešću o vrednostima (H3B). Slično tome, u slučaju moralne orijentacije (H4B), potvrđen je samo efekat relativizma. Preostale tri hipoteze, one koje se odnose na idealizam (H4A), religioznost (H4C) i etiku (H4D), su odbačene, jer ovi konstrukti imaju značajan pozitivan efekat, što je u suprotnosti sa početnim pretpostavkama. Utvrđeno je takođe da je efekat stava prema kupovini univerzalan i da ne varira od jedne do druge kategorije proizvoda. Međutim, ostali faktori nižeg reda imaju različite efekte u različitim kulturama i u odnosu na različite proizvode.

Ključne reči

Teorija promišljenih postupaka; Teorija planiranog ponašanja; socijalna orijentacija; moralna orijentacija i personalna orijentacija

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