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2019, vol. 50, br. 2, str. 124-134
Determinante namera potrošača u pogledu budućeg korišćenja mobilne trgovine - moderatorski efekat lične inovativnosti
Univerzitet u Kragujevcu, Ekonomski fakultet, Srbija

e-adresaszdravkovic034@yahoo.com, pavlovic.g90@gmail.com, jelenapekipekovic@gmail.com
Projekat:
Primena savremenih metoda menadžmenta i marketinga u unapređenju konkurentnosti preduzeća u srbiji u procesu njene integracije u Evropsku uniju (MPNTR - 179062)

Ključne reči: mobilna trgovina; namera korišćenja mobilne trgovine; prošireni TAM model; lična inovativnost
Sažetak
Mobilni telefoni su postali marketinški instrument za oglašavanje, promovisanje interaktivnosti sa potrošačima i sprovođenje transakcija. Stalni porast broja mobilnih korisnika širom sveta predstavlja osnovu za razvoj mobilne trgovine, koja se generalno posmatra kao proširenje elektronske trgovine. Cilj istraživanja je identifikacija faktora koji imaju uticaj na nameru budućeg korišćenja mobilne trgovine od strane potrošača. Takođe, u radu se ispituje moderatorski efekat lične inovativnosti. Kao polazni model za istraživanje korišćen je model prihvatanja tehnologije (eng. Technology Acceptance Model-TAM), koji polazi od pretpostavke da su percipirana korisnost i lakoća korišćenja ključne determinante usvajanja mobilne trgovine. Model je proširen, tako što su dodate još dve determinante, poverenje i uticaj okoline, a posebno se ispituje moderatorski efekat lične inovativnosti. Rezultati istraživanja pokazuju da percipirana korisnost, poverenje i uticaj okoline imaju pozitivan uticaj na nameru potrošača u pogledu budućeg korišćenja mobilne trgovine. Takođe, rezultati pokazuju da lična inovativnost ima pozitivnu moderatorsku ulogu u odnosu percipirane korisnosti i namere potrošača da u budućnosti koriste mobilnu trgovinu. Ovo istraživanje ide korak dalje u odnosu na prethodna jer ispituje moderatorski efekat lične inovativnosti, što se može okarakterisati i kao jedan od glavnih doprinosa rada.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/markt1902124Z
objavljen u SCIndeksu: 20.12.2019.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

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