Povezanost vrednosti i tipova involviranosti potrošača u proces donošenja odluke o kupovini. (Serbian)

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. [ABSTRACT FROM AUTHOR]

Osnovni cilj istraživanja odnosi se 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 strukturi vrednosti kod različitih grupa potrošača. Istraživanje je sprovedeno na uzorku od 200 potrošača sa teritorije Republike Srbije koji su 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 odnosi se na Zadovoljstvo, dok je sistemu vrednosti dominantan Hedonizam. Kada su u pitanju sociodemografske varijable, razlike u izraženosti vrednosnih dimenzija postoje u odnosu na godine starosti i visinu 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 koji se odnose na Značenje i Verovatnoću rizika. [ABSTRACT FROM AUTHOR]

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