Consumer Involvement in the Product with General Causality Orientations
Involviranost potrošača u proizvod i relacije sa generalnim kauzalnim orijentacijama
Abstract
The main objective of the research relates to establish predictable values of causality orientation for types of consumer involvement in product. Beside that, the pos-sible differences in expression of causality orientations and dimension of involvement within different groups of respondents were tested. The assumption is that it is possible to predict some of five types of consumer involvement: pleasure, importance, sign, risk importance, risk probability according to dominant type ofcausality orientation (autonomy, controlled, impersonal). The research were conducted on a sample of 178 consumers on the territory of Republic of Serbia on different types of sex, ages, married and working status, level of education and purchasing power.The General Causality Orientation Scale (Deci and Ryan,1985) and Profil involvement (Laurent and Kapferer, 1985) were used. Pleasure is the most expressed dimension of involvement. When we are talking about sociodemo-graphic variable and the expression of single dimension involvement, there are differences in sex and education. The degree differences of general causality orientation exist only in sex. As important predictors of involvement type the next causality orientation were separated: autonomy for pleasure, controlled for importance and risk importance and impersonal for risk probability. It is not possible to predict the type of involvement on base of general causality orientation of respondents.
Apstrakt
Osnovni cilj istraživanja odnosi se na utvrđivanje prognostičke vrednosti kauzalnih orijentacija za tipove involviranosti potrošača u proizvod. Pored toga, ispitane su i eventualne razlike u izraženosti kauzalnih orijentacija i dimenzija involviranosti kod različitih grupa ispitanika. Pretpostavka je da je, na osnovu dominantnog tipa kauzalne orijentacije (autonomna, kontrolišuća, impresonalna) moguće predvideti neki od pet merenih tipova involviranosti u proizvod: zadovoljstvo, važnost, značenje, posledica rizika i verovatnoća rizika. Istraživanje je sprovedeno na uzorku od 178 potrošača sa teritorije Republike Srbije koji su činili ispitanici različitog pola, starosti, bračnog i radnog statusa, nivoa obrazovanja i kupovne moći. U istraživanju su korišćeni Skala generalnih kauzalnih orijentacija (General Causality Orientation Scale, Deci аnd Ryan, 1985) i Profil involviranosti (Profil Involvement, Laurent and Kapferer, 1985). Najizraženija dimenzija involviranosti odnosi se na zadovoljstvo. Kada su u pitanju sociodemografske varijable i izraženost pojedinih dimenzija involviranosti, razlike postoje u odnosu na pol i obrazovanje. Razlike u stepenu generalnih kauzalnih orijentacija postoje samo u odnosu na pol. Kao značajni prediktori za tipove involviranosti izdvojile su se sledeće kauzalne orijentacije: autonomna za zadovoljstvo, kontrolišuća za važnost i posledice rizika, kao i impersonalna orijentacija za verovatnoću rizika. Na osnovu generalnih kauzalnih orijentacija ispitanika nije moguće predvideti tip involviranosti koji se odnosi na značenje proizvoda.
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