ФАКТОРИ КОЈИ ПРЕТХОДЕ МОДНО ОРИЈЕНТИСАНОЈ КОМПУЛЗИВНОЈ КУПОВИНИ МЛАДИХ ПОТРОШАЧА: ДОКАЗИ ИЗ ЕКОНОМИЈЕ У РАЗВОЈУ
DOI:
https://doi.org/10.22190/TEME240219007KKljučne reči:
млади потрошачи, компулзивна куповина, модна оријентација, импулсна куповина, материјализам, перципирана потрошачка ефективностApstrakt
Циљ истраживања је испитивање фактора који претходе модно оријентисаној компулзивној куповини младих потрошача у до сада недовољно проучаваном контексту европске економије у развоју. Прикупљање података обављено је на пригодном узорку од 386 испитаника из Србије, помоћу структурираног онлајн упитника. Претпостављене везе су испитане моделовањем помоћу структурних једначина применом метода најмањих квадрата (ПЛС-СЕМ). Резултати студије су указали да је импулсивна куповина најутицајнија директна одредница компулзивне куповине, а затим следе модна оријентација и материјализам. Однос између модне оријентације и компулзивне куповине је негативно модериран перципираном потрошачком ефективношћу. Из резултата проистичу препоруке за креаторе политика, агенте социјализације младих потрошача (нпр. породице, образовне институције, медије) и продавце модних брендова.
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