Naslov (srp)

Uloga regulacionog stanja na ponašanje potrošača

Autor

Čolić, Lazar
Prica, Ivana

Opis (eng)

ABSTRACT: The significance of regulatory foci, as psychological states, in marketing communications has been confirmed in many papers. Despite the empirical evidence of the importance of regulatory focus in marketing communications, as well as the influence of the environ- ment on inducing regulatory focus, there is a large gap in the professional and scientific literature in explaining how regulatory foci affect consumer behavior. Filling this gap is the main contribution of this paper. Using the primary data collected by the survey method on students of the University of Belgrade and secondary data obtained from the Household Budget Survey (RZS, 2014), the role of regulatory focus in explaining con- sumer behavior was analyzed. Using logistic regression and paired t-test it was shown that the regulatory focus significantly affects the consumer preferences to various promo- tional activities (studies 1 and 2), as well as the willingness to pay (study 3).

Opis (srp)

APSTRAKT: Značajnost regulacionih fokusa, kao psiholoških stanja kod potrošača, prilikom komuni- ciranja promotivnih poruka je potvrđena u mnogim radovima. Uprkos empirijskim doka- zima o značaju regulacionog fokusa u komuniciranju promotivnih poruka, kao i uticaju okruženja na izazivanje regulacionog fokusa, postoji velika praznina u naučnoj i stručnoj literaturi u objašnjavanju načina kako regulaciona stanja utiču na ponašanje potrošača. Popunjavanje ove praznine predstavlja glavni doprinos ovog rada. Korišćenjem primarnih podataka prikupljenih anketnim metodom nad studentima Univerziteta u Beogradu i se- kundarnih podaka dobijenih iz Ankete o potrošnji domaćinstava (RZS, 2014), analizirana je uloga regulacionog fokusa u objašnjavanju ponašanja potrošača. Primenom logističke regresije i uparenog t-testa pokazano je da regulaciono stanje značajno utiče na sklonost potrošača ka različitim promotivnim aktivnostima (studija 1 i 2), kao i na spremnost plaćanja (studija 3).

Jezik

srpski

Datum

2022

Licenca

© All rights reserved

Predmet

KEYWORDS: REGULATORY FOCUS, CONSUMER BEHAVIOUR, MARKETING COMMUNICATIONS

KLJUČNE REČI: REGULACIONI FOKUS, PONAŠANJE POTROŠAČA, MARKETINŠKE KOMUNIKACIJE

Deo kolekcije (1)

o:28218

Ekonomski fakultet