Ispitivanje socio-psiholoških faktora potrošačkog etnocentrizma
Examination of Socio-Psychological Factors of Consumer Ethnocentrism
Apstrakt
Osnovni cilj istraživanja ovog rada jeste utvrđivanje uticaja socio-psiholoških faktora, odnosno patriotizma, nacionalizma, kulturne otvorenosti i animoziteta građana Republike Srbije prema Republici Hrvatskoj na potrošački etnocentrizam. Savremene uslove poslovanja karakterišu učestale promene u ponašanju potrošača. Dejstvo ekonomske krize, pojačana migratorna kretanja, političke tenzije i promene u svetu, kao i učestali socijalni nemiri, ne samo da oživljavaju, već i pojačavaju etnocentrične tendencije potrošača prilikom kupovine proizvoda i usluga. Uvažavajući osnovni cilj ovog rada, realizovano je istraživanje na teritoriji Republike Srbije u toku 2017. godine nad uzorkom od 458 ispitanika. Rezultati istraživanja su pokazali porast nivoa potrošačkog etnocentrizma građana Srbije i statistički značajan uticaj patriotizma, nacionalizma i animoziteta prema Republici Hrvatskoj na potrošački etnocentrizam. Značaj ovog rada ogleda se u konceptualnom okviru istraživačkog modela koji uključuje varijable koje, prema saznanjima autora, ranije nisu ispitivane na teritoriji Republike Srbije.
Abstract
The main goal of this research is ascertaining impact of socio-psychological factors, i.e. patriotism, nationalism, cultural openness and animosity of citizens of Republic of Serbia toward Republic of Croatia on consumer ethnocentrism. Modern business conditions are characterized by frequent changes in consumers behavior. The impact of economic crisis, increased migratory movements, political tensions and changes in the world, as well as frequent social unrest, are not just reviving, but also increasing ethnocentric tendencies in bying products and services. Respecting the main goal of this paper, the research was conducted on the territory of the Republic of Serbia during 2017 on a sample of 458 respondents. Resutls of the research showed increase of consumer ethnocentrism level of the citizens of Serbia and statistic significant impact of patriotism, nationalism and animosity toward Republic of Croatia on consumer ethnocentrism. Importance of this paper is reflected in conceptual frame of the research model, which includes variables that, according to the knowledge of authors, haven’t been used in examining consumer ethnocentrism in Republic of Serbia before.
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