The influence of lifestyle on consumer behaviour in online shopping
Uticaj stila života na ponašanje potrošača prilikom kupovine na Internetu
Abstract
The development of information and communication technologies has contributed to a shift in consumer behaviour, their habits, opinions, activities, and lifestyle. The subject of this paper is to explore the relationship between consumer lifestyle and types of decision-making during online shopping. The paper aims to examine whether and how different lifestyles influence consumer behaviour when making purchasing decisions. The research, conducted using a survey method, included 306 respondents. Using descriptive statistical measures, cross-tabulation, and regression analysis, it was found that different lifestyles influence purchasing decisions in different ways, as well as the tendency towards impulsive buying. The results also suggest that different life-styles and decision-making styles affect the frequency of online shopping differently. A family-sentimental lifestyle, altruistic, hedonistic, and utilitarian lifestyle are associated with more frequent online shopping, while egocentric and cognitive lifestyle tend to shop online less frequently. Individuals who follow fashion trends are more likely to shop online, whereas those who prefer a confused style are less likely to do so. The value and originality of this study are reflected in the generation of knowledge concerning the influence of lifestyle on consumer behaviour in the context of online purchasing, aimed at developing optimal marketing strategies.
Apstrakt
Razvoj informaciono-komunikacionih tehnologija doprineo je promeni ponašanja potrošača, njihovih navika, mišljenja, aktivnosti, kao i stila života. Predmet rada je istraživanje odnosa između stila života potrošača i tipova odlučivanja prilikom kupovine na Internetu. Cilj rada je ispitivanje da li i na koji način različiti životni stilovi utiču na ponašanje potrošača prilikom donošenja odluke o kupovini. U istraživanju, koje je sprovedeno kroz metod anketiranja, učestvovalo je 306 ispitanika. Merama deskriptivne statistike, krostabulacijom i regresionom analizom je utvrđeno da različiti stilovi života različito utiču na odluke koje potrošači donose prilikom kupovine proizvoda, kao i na sklonost ka impulsivnoj kupovini. Takođe, rezultati sugerišu da različiti stilovi života, kao i tipovi odlučivanja, različito utiču na učestalost obavljanja onlajn kupovine. Porodično-sentimentalni stil života, altruistički, hedonistički i utilitarni će učestalije obavljati onlajn kupovinu, dok će egoistični i saznajni stil života ređe obavljati onlajn kupovinu. Osobe koje prate modni stil češće će obavljati kupovinu onlajn, dok će osobe koje preferiraju “zbunjujući stil” ređe obavljati onlajn kupovinu. Vrednost i originalnost studije ogleda se u stvaranju znanja o uticaju stila života na ponašanje potrošača prilikom kupovine proizvoda na Internetu, radi kreiranja optimalne marketing strategije.
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