Article metrics

  • citations in SCindeks: 0
  • citations in CrossRef:0
  • citations in Google Scholar:[=>]
  • visits in previous 30 days:25
  • full-text downloads in 30 days:9
article: 5 from 45  
Back back to result list
Marketing
2019, vol. 50, iss. 1, pp. 3-12
article language: Serbian
document type: Original Paper
published on: 04/07/2019
doi: 10.5937/Markt1901003A
Creative Commons License 4.0
Personal traits and purchasing values of traditional buyers and online shoppers
University of Novi Sad, Faculty of Philosophy, Department of Psychology

e-mail: gajic.aleksandra3@gmail.com, jelena.matanovic@ff.uns.ac.rs

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.

Keywords

consumer behavior psychology; hedonistic shopping values; utilitarian shopping values; online shopping; personality traits

References

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)
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
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. in: 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
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