Influenseri sa društvenih mreža kao prediktor namera potrošača
Social Media Influencers as a Predictor of Consumer Intentions
Apstrakt
Influenseri sa društvenih mreža su omogućili preduzećima inovativne načine za reklamiranje njihovih proizvoda i dolaska do novih grupa potrošača, budući da oni danas uglavnom koriste preporuke i recenzije influensera prilikom formiranja namera o kupovini. Imajući u vidu navedeno, osnovna svrha ovog istraživanja je proučavanje uticaja influensera sa društvenih mreža na kupovne namere potrošača, kao i testiranje medijatorskih efekata poverenja i percipirane korisnosti. Podaci za studiju su prikupljeni uz pomoć upitnika koji je distribuiran putem interneta i lično na uzorku od 236 ispitanika. Rezultati istraživanja su pokazali da influ-enseri imaju značajan efekat na kupovne namere potrošača. Takođe, uočeno je da poverenje i percipirana korisnost imaju značajan medijatorski efekat u odnosu influensera i kupovnih namera potrošača. Glavni doprinos ovog istraživanja ogleda se u samom subjektu rada, a to su influenseri, uz medijatorske efekte poverenja i percipirane korisnosti, čijim se istraživanjem na kupovne namere potrošača bavio relativno mali broj studija.
Abstract
Social media influencers have enabled businesses innovative ways to advertise their products and reach new consumer groups, as they nowadays mainly use influencer recommendations and reviews when forming purchase intentions. Bearing in mind the above, the primary purpose of this research is to study the impact of influencers from social networks on consumer purchasing intentions, as well as to test the mediating effects of trust and perceived usefulness. Data for the study were collected using a questionnaire distributed online and in person to a sample of 236 respondents. Research results have shown that influencers have a significant effect on consumers‘ purchasing intentions. Also, trust and perceived usefulness have been found to have a significant mediating effect on the relationship between influencers and consumer purchasing intentions. The main contribution of this research is reflected in the work subject itself, namely influencers, with mediatorial effects of trust and perceived usefulness, whose research has addressed relatively few studies on consumer purchasing intentions.
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