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Uloga Regulacionog Stanja Na Ponašanje Potrošača (The Role Of The Regulatory State On Consumer Behavior)

Author

Listed:
  • Lazar Čolić
  • Ivana Prica

Abstract

Značajnost regulacionih fokusa, kao psiholoških stanja kod potrošača, prilikom komuniciranja promotivnih poruka je potvrđena u mnogim radovima. Uprkos empirijskim dokazima 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 sekundarnih 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).

Suggested Citation

  • Lazar Čolić & Ivana Prica, 2022. "Uloga Regulacionog Stanja Na Ponašanje Potrošača (The Role Of The Regulatory State On Consumer Behavior)," Ekonomske ideje i praksa, Faculty of Economics and Business, University of Belgrade, issue 45, pages 1-13, June.
    • Handle: RePEc:beo:ekidpr:y:2022:i:45:p:1-13
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    More about this item

    Keywords

    regulacioni fokus; ponašanje potrošača; marketinške komunikacije;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General
    • C13 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Estimation: General
    • C51 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Construction and Estimation

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