puni tekst - Primenjena psihologija - Odsek za psihologiju

More documents

Recommendations

Info

Predrag Okanović, Dragana Okanović i Nebojša MajstorovićShim, S. (1996). Adolescent consumer decision-making styles: the consumersocialization perspective. Psychology & Marketing, 13, 547-569.Sproles, G.B., & Kendall, E. (1986). A methodology for profiling consumersdecision-making styles. Journal of Consumer Affairs, 20, 267-279.Walsh, G., Mitchell, V-W., & Hennig-Thurau, T. (2001). German consumerdecision-making styles. Journal of Consumer Affairs, 35, 73-95.Wang, CL., Siu, N.Y.M., & Hui, A.S.Y. (2004). Consumer decision-makingstyles on domestic and imported brand clothing. European Journal ofMarketing, 38, 239–252.188
Provera metrijskih karakteristika upitnika stilova donošenja kupovnih odluka primenjenog u uslovima sa i bez vezanosti za proizvodAPSTRACTVALIDATION OF METRIC CHARACTERISTICS OF CONCUMER DECI-SION-MAKING STYLES QUESTIONNAIRE APLLIED GENERALY ANDWHEN RELATED TO SPECIFIC PRODUCTPredrag Okanović, Dragana Okanović, Nebojša MajstorovićThe main aim of this research is validation of factor structure of consumerdecision-making styles questionnaire CDMS, as well as testing its reliabilitywhen applied generaly and related to specific product. The later modificationsof consumer decision-making styles researches in scope of consumer characteristicsapproach comprise theoretical background of this research. This approachconsiders existing of stable traits which are related to decision-makingprocesses during shopping. This is the first time that CDMS questionniarehas been applied in Serbia with the aim of cross-cultural validation. Two versionsof the instrument were applied to two separated samples of younghighly educated people - general consumer style questionnaire (N=200) andquestionnaire related to specific product (N=230). Previuos to application ofthe second questionnaire, the product for which the participants had showedhigh involvement was chosen. These were sport shoes, so the content of thesecond qusetionnaire was related to sport shoes.This study has given partial confirmation of factor structure of this questionnaire.In both cases, general and product-related, five components were extracted:brand/store loyalty, perfectionism, brand conciousness, impulsivenessand price-value conciousness. Two questionnaires were created after theelimination of some items: general decision-making style questionnaire whichconsisted from 14 items and sport shoes related qusetionnaire with 15 items.Both questionnaires have five subscales which represent exstracted factors.Low reliability of subscales was recorded, which partially can be explainedwith small number of items. Some general recommendations for further researchespoint out to: adding more items to exisitng subscales, including newfactors in questionniare and application of this questionnaire on differentsamples.Key words: consumer decision making styles, consumer styles questionnaire,psychometric characteristics189
Page 1 and 2: PRIMENJENA PSIHOLOGIJA, 2009, Vol.
Page 3 and 4: Provera metrijskih karakteristika u
Page 21: Provera metrijskih karakteristika u

puni tekst - Primenjena psihologija - Odsek za psihologiju

Create successful ePaper yourself

Delete template?

Save as template?