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Škola biznisa
2019, br. 1, str. 86-106
jezik rada: srpski
vrsta rada: originalan članak
objavljeno: 06/03/2020
doi: 10.5937/skolbiz1-21441
Creative Commons License 4.0
Analiza efekata demografskih varijabli i karakteristika upotrebe društvene mreže Facebook na kupovinu
Novi Sad School of Business, Novi Sad

e-adresa: vranjesmarija.vps@gmail.com

Sažetak

Cilj rada je da analizira efekat demografskih karakteristika i karakteristika upotrebe društvene mreže Facebook na kupovinu. S tim u vezi, korišćene su mere deskriptivne statistike, analiza pouzdanosti, t-test nezavisnih uzoraka, jednofaktorska i dvofaktorska analiza varijanse. Rezultati istraživanja pokazuju da ne postoje polne niti starosne statistički značajne razlike u pogledu donošenja odluke o kupovini. Takođe, statistički značajne razlike, u tom smislu, nisu otkrivene ni u slučaju varijabli koje se tiču karakteristika upotrebe društvene mreže Facebook (način prustupa društvenoj mreži, dužina korišćenja, učestalost prijavljivanja na nalog, prosečno provedeno vreme na pomenutoj društvenoj mreži i učestalost ažuriranja naloga). Statistički zanačajan rezultat uočen je samo u slučaju stepena stručne spreme. Utvrđeno je da osobe sa najvišim nivoom obrazovanja (master/magistar/doktor nauka) češće obavljaju kupovinu (nastalu pod uticajem Facebook promocije), u odnosu na osobe sa visokom i srednjom stručnom spremom. S tim u vezi, rezultati istraživanja sugerišu menadžmentu smer u kom treba da usmeri marketinške napore -osobe sa najvišim nivoom obrazovanja, ali i identifikuju problem u vezi sa niskim nivoom kupovine ostalih grupa ispitanika, što dalje zahteva adaptiranje i unapređivanje promotivnih strategija.

Ključne reči

promocija na društvenim mrežama; Facebook; kupovina

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