Osobine ličnosti i izbor studija digitalnog marketinga
Personality Traits and Choice of Studying Digital Marketing
Apstrakt
Apstrakt: Model osobina ličnosti „velikih pet“ (Big Five) već je korišćen u brojnim istraživanjima u kontekstu poređenja studenata različitih studijskih programa. U ovom istraživanju elementi pomenutog modela (ekstraverzija, saradljivost, savesnost, neuroticizam, otvorenost) korišćeni su kao potencijalni prediktori namere upisivanja studijskog programa Digitalni marketing. Primarno istraživanje je obuhvatilo 89 studenata Ekonomskog fakulteta u Subotici koji od naredne školske godine u svojoj ponudi ima, između ostalog, nov akreditovani master studijski program Digitalni marketing. Istraživanje je sprovodeno u junu 2021. Pored deskriptivne statistike, testiran je upitnik i korišćeno modelovanje strukturalnih jednačina. Na nivou deskriptivne statistike, rezultati pokazuju da su kod anketiranih studenata najviše izražene sledeće osobine, redom: savesnost, ekstraverzija, saradljivost, otvorenost (kod svih navedenih osobina prosečna ocena stavki koje se na njih odnose najbliža je broju 4 – „slažem se“ na petostepenoj Likertovoj skali), dok neuroticizam nije izražen (prosečna ocena niža od 3). Kada je u pitanju model, na namere upisa master programa Digitalni marketing pozitivan i značajan uticaj imaju osobine otvorenost i savesnost, a negativan (na nivou p<0,10) neuroticizam. Po saznanjima autora, ovo je prvo istraživanje koje povezuje navedeni model ličnosti i izbor studija digitalnog marketinga.
Abstract
The Big Five model of personality traits has already been used in a number of studies in the context of comparing students from different study programs. In this research, the elements of the mentioned model (extraversion, agreeableness, conscientiousness, neuroticism, openness) were used as potential predictors of the intention to enroll in the study program Digital marketing. The primary research included 89 students of the Faculty of Economics in Subotica, in which from the next school year will be offered, among other, a new accredited master‘s study program Digital marketing. The research was conducted in June 2021. In addition to descriptive statistics, a questionnaire was tested and structural equation modelling was used. At the level of descriptive statistics, the results show that the following characteristics are the most pronounced among surveyed students, in order: conscientiousness, extraversion, agreeableness, openness (for all these characteristics, the average grade of items related to them is closest to number 4 – „I agree“ at five-point Likert scale), while neuroticism is not pronounced (average score lower than 3). When it comes to the model, the traits of openness and conscientiousness have positive and significant, while the trait neuroticism negative and significant (at p<0.10) influence on the intention of enrolling in the master‘s program Digital marketing. According to the authors’ knowledge, this is the first research that relates the mentioned personality model and the choice of digital marketing studies.
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