文章基本信息

标题：Povezanost vrednosti i tipova involviranosti potrošača u proces donošenja odluke o kupovini
其他标题：Correlation of Consumer Values and Product Involvement
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作者：Slijepčević Vanja ; Matanović Jelena
期刊名称：Marketing (Beograd. 1991)
印刷版ISSN：0354-3471
电子版ISSN：2334-8364
出版年度：2015
卷号：46
期号：2
页码：132-140
DOI：10.5937/markt1502132S
语种：Serbian
出版社：Srpsko udruženje za marketing
摘要：Osnovni cilj istraživanja odnosise na utvrđivanje povezanosti personalnih vrednosti merenih Švarcovim upitnikom i tipova involviranosti potrošača u proizvod.Pretpostavka je da postoji povezanost određenih dimenzija vrednosti (Moć,Postignuće,Hedonizam,Stimulacija,Univerzalizam,Benevolentnost,Tradicija,Konformizam,Duhovnost,Nezavisnost i Sigurnost) i tipova involviranosti u proizvod:Zadovoljstvo,Važnost,Značenje,Posledice rizika i Verovatnoća rizika.Pored toga,ispitane su razlike u hijerarhijskoj strukturivrednosti kod različitih grupa potrošača.Istraživanje je sprovedeno na uzorku od 200 potrošača sa teritorije Republike Srbije kojisu činili ispitanici različitog pola,starosti,nivoa obrazovanja i kupovne moći.U istraživanju su korišćeni Švarcova Skala Univerzalnih Vrednosti (Schwartz,1992) i Profil involviranosti (Laurent and Kapferer,1985),kao i lista sociodemografskih varijabli.Najizraženija dimenzija involviranosti odnosise na Zadovoljstvo,dok je sistemu vrednosti dominantan Hedonizam.Kada su u pitanju sociodemografske varijable,razlike u izraženostivrednosnih dimenzija postoje u odnosu na godine starosti ivisinu primanja.Nisu utvrđene razlike u vrednosnim orijentacijama ispitanika kada je u pitanju pol i nivo obrazovanja.Kao značajni prediktori za tipove involviranosti izdvojile su se sledeće vrednosne dimenzije:Benevolentnost,Samousmerenje,Stimulacija,Hedonizam,Moć,Tradicija,Konformizam,Duhovnost.Na osnovu vrednosnih dimenzija nije moguće predvideti tipove involviranosti kojise odnose na Značenje i Verovatnoću rizika.
其他摘要：The main objective of the research was to determine the relationship of personal values measured Schwatrz's questionnaire and types of involvement of consumers in the product.The assumption is that there is a connection between certain dimension values (Power,Achievement,Hedonism,Stimulation,Self-direction,Universalism,Benevolence,Tradition,Conformity,and Security) and types of involvement in this product:Satisfaction,Importance,Meaning,Consequences of risk and Probability of risk.In addition,we examined the differences in the hierarchical structure of values in different groups of consumers.The study was conducted on a sample of 200 consumers from the territory of the Republic of Serbia,different genders,ages,education levels and purchasing power.The investigation used Schwartz’s scale of universal values (Schwartz,1992) and profile involvement (Laurent and Kapferer,1985),as well as a list of socio-demographic variables.The most dominanat dimension of involvement relates to pleasure,while the dominant value dimension is Hedonism.When it comes to socio-demographic variables,differences in the expression of value dimensions exist in relation to the age and income levels.There were no differences in value orientations of respondents when it comes to gender,and education level.As significant predictors for the types of involvement are allocated to the following value dimensions:Benevolence,Self-direction,Stimulation,Hedonism,Power,Tradition,Conformity,Spirituality.Based on the value dimension is not possible to predict the types of involvement that relate to meaning and probability of risk.
关键词：Osnovni cilj istraživanja odnosise na utvrđivanje povezanosti personalnih vrednosti merenih Švarcovim upitnikom i tipova involviranosti potrošača u proizvod.Pretpostavka je da postoji povezanost određenih dimenzija vrednosti (Moć,Postignuće,Hedonizam,Stimulacija,Univerzalizam,Benevolentnost,Tradicija,Konformizam,Duhovnost,Nezavisnost i Sigurnost) i tipova involviranosti u proizvod:Zadovoljstvo,Važnost,Značenje,Posledice rizika i Verovatnoća rizika.Pored toga,ispitane su razlike u hijerarhijskoj strukturivrednosti kod različitih grupa potrošača.Istraživanje je sprovedeno na uzorku od 200 potrošača sa teritorije Republike Srbije kojisu činili ispitanici različitog pola,starosti,nivoa obrazovanja i kupovne moći.U istraživanju su korišćeni Švarcova Skala Univerzalnih Vrednosti (Schwartz,1992) i Profil involviranosti (Laurent and Kapferer,1985),kao i lista sociodemografskih varijabli.Najizraženija dimenzija involviranosti odnosise na Zadovoljstvo,dok je sistemu vrednosti dominantan Hedonizam.Kada su u pitanju sociodemografske varijable,razlike u izraženostivrednosnih dimenzija postoje u odnosu na godine starosti ivisinu primanja.Nisu utvrđene razlike u vrednosnim orijentacijama ispitanika kada je u pitanju pol i nivo obrazovanja.Kao značajni prediktori za tipove involviranosti izdvojile su se sledeće vrednosne dimenzije:Benevolentnost,Samousmerenje,Stimulacija,Hedonizam,Moć,Tradicija,Konformizam,Duhovnost.Na osnovu vrednosnih dimenzija nije moguće predvideti tipove involviranosti kojise odnose na Značenje i Verovatnoću rizika.
其他关键词：The main objective of the research was to determine the relationship of personal values measured Schwatrz's questionnaire and types of involvement of consumers in the product.The assumption is that there is a connection between certain dimension values (Power,Achievement,Hedonism,Stimulation,Self-direction,Universalism,Benevolence,Tradition,Conformity,and Security) and types of involvement in this product:Satisfaction,Importance,Meaning,Consequences of risk and Probability of risk.In addition,we examined the differences in the hierarchical structure of values in different groups of consumers.The study was conducted on a sample of 200 consumers from the territory of the Republic of Serbia,different genders,ages,education levels and purchasing power.The investigation used Schwartz’s scale of universal values (Schwartz,1992) and profile involvement (Laurent and Kapferer,1985),as well as a list of socio-demographic variables.The most dominanat dimension of involvement relates to pleasure,while the dominant value dimension is Hedonism.When it comes to socio-demographic variables,differences in the expression of value dimensions exist in relation to the age and income levels.There were no differences in value orientations of respondents when it comes to gender,and education level.As significant predictors for the types of involvement are allocated to the following value dimensions:Benevolence,Self-direction,Stimulation,Hedonism,Power,Tradition,Conformity,Spirituality.Based on the value dimension is not possible to predict the types of involvement that relate to meaning and probability of risk.