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2020, vol. 51, br. 4, str. 237-246
Relacije stilova donošenja kupovnih odluka sa psihološkim karakteristikama potrošača
Univerzitet u Novom Sadu, Filozofski fakultet, Odsek za psihologiju

e-adresakristina.markov1995@gmail.com, matanovic.j@gmail.com
Ključne reči: ponašanje potrošača; donošenje kupovnih odluka; upitnik SDKO; impulsivnost; inovativnost; osobine ličnosti
Sažetak
Prikazano istraživanje imalo je cilj da ispita da li pojedine osobine ličnosti mogu da predvide stil donošenja kupovnih odluka kod potrošača iz Srbije. U istraživanju je učestvovalo 462 ispitanika, različitog pola, uzrasta i nivoa obrazovanja. Stil donošenja kupovne odluke ispitivan je pomoću upitnika SDKO. Upitnik meristilove donošenja kupovne odluke (Planeri, Etno-eko orijentisani, Trendseteri,Lovci na popuste, Sumnjičavi), a osobine ličnosti merene su supskalama Ekstraverzija, Neuroticizam i Otvorenost ka iskustvu iz upitnika Big Five Inventory; Inovativnost upitnikom - Scale of Innovativeness; i Impulsivnost Skalom impulsivne kupovine - Impulsive Buying Scale (BIC). Nad podacima su sprovedene regresione analize a rezultati pokazuju da se pomoću seta prediktora može predviteti tristila donošenja kupovnih odluka: Planeri, Etno-eko orijentisani i Trendseteri. Dobijeni rezultatisu prodiskutovanispram njihovog teorijskog i praktičnog značaja za marketinšku praksu. Studija nudi teorijski doprinos u razumevanju značaja osobina ličnosti za predikciju kupovnog ponašanja, te razmatra upotrebnu vrednost dobijenih rezultata za kreiranje marketing strategija.
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O članku

jezik rada: srpski
vrsta rada: originalan članak
DOI: 10.5937/markt2004237M
objavljen u SCIndeksu: 03.04.2021.
metod recenzije: dvostruko anoniman
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