FSS, J. Goričar Central Social Sciences Library, Ljubljana (ODKLJ)
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Vpliv značilnosti aspiracijskih referentov na proces prisvajanja novostiGorjup, Lina ; Tuškej Lovšin, UrškaPrispevek v ospredje postavlja proučitev vplivov različnih lastnosti aspiracijskih referentov oziroma predstavnikov skupin, ki jim porabniki želijo pripadati, na porabnikov proces prisvajanja ... novosti. Izhajajoč iz literature v prispevku kot ključne prepoznamo različne lastnosti aspiracijskih referentov, ki so relevantne v procesu prisvajanja novosti – strokovnost in privlačnost referenta, zaupanje referentu in identifikacijo porabnikov z referentom. Zanima nas, kako omenjene lastnosti referentov v primeru, ko referent predstavi novost, vplivajo na oblikovanje pozitivnega stališča do novosti in na namero za njeno prisvojitev. Čeprav so v dosedanjih prispevkih učinki različnih lastnosti referentov na vedenje porabnikov pogosto izenačeni, upoštevajoč modele doseganja komunikacijskih učinkov odnose med njimi podrobneje premislimo in proučimo. Rezultati lastne kvantitativne raziskave, izvedene na 171 porabnikih, so pokazali, da všečnost referenta in zaupanje referentu v največji meri vplivata na oblikovanje bolj pozitivnega stališča do novosti, v manjši meri pa tudi identifikacija z njim. Doseganje zaupanja referentu je pomembno, saj zaupanje posreduje vpliv strokovnosti referenta na oblikovanje pozitivnega stališča. Pozitivno stališče do novosti pa je pomemben cilj, saj povečuje namero porabnika za njeno prisvojitev. Poleg stališča namero povečuje tudi identifikacija porabnika z referentom, ki predstavi novost.Source: Akademija MM : slovenska znanstvena revija za trženje. - ISSN 1408-1652 (Letn. 15, št. 30, okt. 2023, str. 57-71)Type of material - article, component part ; adult, seriousPublish date - 2023Language - slovenianCOBISS.SI-ID - 170114819
Author
Gorjup, Lina |
Tuškej Lovšin, Urška
Topics
Vedenje potrošnikov |
aspiracijske referenčne skupine |
prisvajanje |
novosti |
lastnosti referentov
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source: Akademija MM : slovenska znanstvena revija za trženje. - ISSN 1408-1652 (Letn. 15, št. 30, okt. 2023, str. 57-71)
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Gorjup, Lina | ![]() |
Tuškej Lovšin, Urška | 52177 |
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