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Materializem in nekatere značilnosti nakupovalnega vedenja pri mladem potrošniku : diplomsko deloŠapla, ElizabetaPredmet preučevanja v diplomskem delu je konstrukt materializma, ki ga v širšem smislu vse teorije označujejo kot stanje, ki narekuje visoko težnjo po materialnih objektih oziroma lastninah. V ... literaturi obstajajo različne smeri razumevanja materializma, od tega sta dve (različni) smeri predmet raziskovanja v diplomski nalogi. Ena od smeri na materializem gleda kot na niz osebnostnih potez, druga pa kot na vrednotno usmeritev posameznika. V diplomski raziskavi, v kateri je sodelovalo 230 študentov, sem raziskala, kako se omenjena dva teoretična koncepta materializma povezujeta z osebnostnimi lastnostmi. Proučila sem tudi povezave med materializmom kot vrednoto in potrošniškimi spremenljivkami: impulzivnim nakupovanjem, razkazovalno potrošnjo in zvestobo do blagovne znamke. V raziskavi so bili uporabljeni naslednji merski instrumenti: lestvica materializma, lestvica materialnih vrednot, ocenjevalna lestvica BFO-S, lestvica impulzivnega nakupovanja, vprašalnik zvestobe do blagovne znamke in vprašalnik razkazovalne potrošnje. Rezultati kažejo, da se materializem kot osebnostna poteza negativno povezuje z ekstravertnostjo, odprtostjo, sprejemljivostjo in čustveno stabilnostjo. Materializem kot vrednota pa se negativno povezuje z odprtostjo, sprejemljivostjo in čustveno stabilnostjo. Posamezniki z bolj izraženimi materialističnimi vrednotami so se izkazali kot bolj impulzivni nakupovalci, ki dajejo pri (ponovnem) nakupu večji pomen emocionalni zvestobi blagovni znamki ter večji pomen izdelkom, ki se kažejo v luči razkazovalne potrošnje, tj. predstavljanja prestiža in doseganja/izražanja statusa s pomočjo materialnih predmetov. Ker je zanesljivost lestvice materializma (kot osebnostne poteze) nizka, je pri zaključkih potrebna previdnost.Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Ljubljana : [E. Šapla], 2015Language - slovenianCOBISS.SI-ID - 58473058
Author
Šapla, Elizabeta
Other authors
Bucik, Valentin
Topics
osebnostne lastnosti |
materializem |
vedenje potrošnikov |
stališča potrošnikov |
nakupovanje |
diplomska dela |
personality traits |
materialism |
consumer behavior |
consumer attitudes |
shopping |
bachelors theses
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Library/institution |
City | Acronym | For loan | Other holdings |
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Faculty of Arts, Central Humanities Library, Lj. | Ljubljana | FFLJ |
reading room 1 cop.
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Šapla, Elizabeta | ![]() |
Bucik, Valentin | 09182 |
Source: Personal bibliographies
and: SICRIS
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