Uloga osobina ličnosti pri mobilnoj kupovini hedonističkih proizvoda generacija Y i Z

master's thesis

• Title (english): The role of personality traits in the mobile shopping of hedonic products of generations Y and Z
• Author: Anja Jurakić
• Mentor: Tanja Komarac (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Osobnost je ključni čimbenik u prihvaćanju kupovine u novim tehnološkim okruženjima. Prethodna istraživanja pokazuju kako su osobine ličnosti prediktori motivacije za online kupovinu. Prema teoriji, postoji pet osobina ličnost: ekstraverzija, savjesnost, otvorenosti prema novom iskustvu, ugodnosti i neuroticizam (Lissitsa i Kol, 2021.) koje mogu imati različiti utjecaj na kupovinu u različitim okruženjima i među različitim kohortama. Generacija Y, odnosi se na sve osobe rođene u razdoblju od 1980. do 1995. godine, dok se generacija Z, odnosi na osobe rođene između 1996. i 2010. godine. Pokazano je da se ponašanje ovih dviju generacija razlikuju prilikom mobilne kupovine (Lissitsa i Kol, 2021.), no nepoznato je postoje li razlike u kupovini hedonističkih proizvoda tih dviju generacija.

Mobilna kupovina kao specifična vrsta online kupovine postupno se razvila iz e-trgovine. Predstavlja aktivnost potrošača usmjerenu na kupnju proizvoda i usluga putem mobilnih uređaja, kao što su pametni telefoni i tableti. Važna je za poduzeća jer gotovo dvije trećine korisnika interneta kupuje različite proizvode i usluge putem mobilnih uređaja s predviđanjima daljnjeg rasta.

Predmet rada je istražiti ulogu osobina ličnosti pri mobilnoj kupovini hedonističkih proizvoda. Cilj diplomskog rada je istražiti ulogu pet osobina ličnosti pri mobilnoj kupovini izabranih hedonističkih proizvoda kod dviju (različitih) generacija potrošača Y i Z. Stoga je provedeno primarno kvantitativno opisno istraživanje na namjernom prigodnom uzorku 239 ispitanika kako bi se otkrila uloga osobina ličnosti pri mobilnoj kupovini hedonističkih proizvoda generacija Y i Z.

U istraživanju je otkriven pozitivan utjecaj ekstraverzije, ugodnosti, otvorenosti prema iskustvu i savjesnosti na namjeru mobilne kupovine hedonističkih proizvoda kod generacije Z. Kod generacije Y nije pronađena korelacija između osobina ličnosti i namjere mobilne kupovine hedonističkih proizvoda.

Ograničenja istraživanja vezana su uz namjerni prigodni uzorak ispitanika iz jedne zemlje.

Abstract (english)

Personality is a key factor in purchasing acceptance in new technological environments. Previous research shows that personality traits are predictors of motivation for online shopping. According to the theory, there are five personality traits: extraversion, conscientiousness, openness to new experience, agreeableness, and neuroticism (Lissitsa and Kol, 2021.) that may have different effects on shopping in different settings and among different cohorts. Generation Y refers to all people born in the period from 1980 to 1995, while Generation Z refers to people born between 1996 and 2010. It has been shown that the behavior of these two generations differs during mobile shopping (Lissitsa and Kol, 2021.), but it is unknown whether there are differences in the purchasing hedonic products of these two generations.

Mobile shopping as a specific type of online shopping gradually developed from e-commerce. It represents consumer activity aimed at purchasing products and services via mobile devices, such as smartphones and tablets. It is important for businesses because almost two-thirds of Internet users purchase various products and services via mobile devices, with further growth predicted.

The subject of the paper is to investigate the role of personality traits in the mobile purchase of hedonic products. The aim of the thesis is to investigate the role of five personality traits in the mobile purchase of selected hedonic products among two (different) generations of consumers Y and Z. Therefore, a primary descriptive, i.e., quantitative research was conducted on a purposeful convenience sample of 239 respondents to investigate the role of personality traits in the mobile purchase of hedonistic products of generations Y and Z.

The research revealed a positive influence of extraversion, agreeableness, openness to experience and conscientiousness on the intention to mobile purchase of hedonic products among generation Z. In generation Y, no correlation was found between personality traits and the intention to mobile purchase of hedonistic products.

The limitations of the research are related to the convenience purposive sample of respondents from one country.

• Keywords: osobine ličnosti; mobilna kupovina; hedonistički proizvodi
• Keywords (english): personality traits; mobile shopping; hedonic products
• Language: croatian
• URN:NBN: urn:nbn:hr:148:900012
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-10-16 16:55:54