Purpose – This study explores the impact of perceived trust, search for novelty and perceived usefulness on consumer attitudes towards social network advertising, and the impact of those attitudes on ...buying intention, buying and word-of-mouth information spread. Design/Methodology/Approach – The research included convenience sample of 265 respondents. Online survey distributed through Facebook and Instagram was used as a research method. The data was analysed using a multiple regression analysis.Findings and implications – The results show that positive attitudes towards social network advertising depend on perceived trust and usefulness. The impact of the search for novelty on consumer attitudes towards social network advertising proved to be insignificant. Furthermore, buying intention, buying and disseminating information by word-of-mouth represent relevant outcomes of consumer attitudes towards social network advertising. This research has implications for companies in terms of a better understanding of the relevant predictors and outcomes of consumer attitudes in on-line advertising context. Managers can also benefit from the findings when creating successful communication strategies. Limitations – A major research limitation is the use of non-probability convenience sample that did not capture the population as a whole. Therefore, this may be regarded as a future research direction. Originality – This study sheds new light on relevant predictors and outcomes of consumer attitudes towards social network advertising, which was not previously researched from the proposed framework perspective.
(ProQuest: ... denotes non-USASCII text omitted)Challenging market conditions force the fashion industry to find new ways of introducing new products, adjusting and stimulating unplanned purchases ...within fashion stores. Fashion innovativeness and visual merchandising play a key role in this challenge. This study examines how fashion innovativeness is related to motivational factors for shopping and actual unplanned purchases in fashion retailing. It also investigates the moderating effect of visual merchandising on the relationship between fashion innovativeness and unplanned purchases. The data, obtained through a consumer survey, were analysed using factor analyses and structural equation modelling. The results show that fashion innovativeness is positively affected by sexual attraction, shopping for recreation, recognition enhancement, and aesthetic expression, and positively influences unplanned purchases. The link between fashion innovativeness and unplanned purchases is moderated by visual merchandising. This study also provides recommendations for retailers on increasing unplanned purchases in their stores using the concept of fashion innovativeness.
This article addresses the issue of predicting and stimulating consumers' word of mouth communication (WOM). It contributes to the WOM literature by examining and comparing the magnitude of effects ...of a set of antecedents and consequences of WOM information spread and WOM information seek in one model. The data collected from consumer survey in Croatia were analysed using structural equation modelling (SEM). The results reveal that consumer innovativeness, followed by price sensitivity and attitudes towards advertising are the most important drivers of both WOM variables, whereas the effects are stronger for WOM information seek than WOM information spread. The results also indicate that WOM information seek has a four times stronger effect on buying intention than WOM information spread, which can be utilised by retailers. Accordingly, retailers should focus on WOM information seek and try to stimulate it by introducing new products in the first place, but also with frequent sales, and appealing advertising messages.
Shopping enjoyment represents an important research concept within the consumer behaviour and marketing communication field. The purpose of this research is to explore direct influences of personal ...factors (attitudes toward the advertising, the need for individuality/uniqueness, price sensitivity) on shopping enjoyment, its impact on the word of mouth communication (WOM) and the moderating effects of demographic variables (gender and education) on these relationships. The research was conducted on the representative sample of 1000 Croatian respondents. The variety of statistical techniques, including SEM, was employed for data analysis. The results show that personal factors positively influence shopping enjoyment, which is positively related to WOM communication. Furthermore, the results confirm the moderating effects of gender and education on the relationship between the shopping enjoyment and WOM. These research findings contribute to the scientific knowledge enrichment and offer some practical marketing implications. Namely, the marketing experts can better understand the consumer's factors impacting shopping enjoyment, which can enable them to adequately assess the necessary appeals and to create an effective and persuasive marketing communication. At the end, the paper addresses the research limitations and offers some future research directions.
The main objective of the study was to define factors which influence the purchase intention involving organic food among Croatian consumers. In order to create a theoretical base, this research ...adopted the theory of planned behavior. The model examines the impact of several independent variables on the intention to purchase organic foods. The study was conducted on a sample of 331 respondents in the territory of Republic of Croatia. Research results indicate that consumer attitudes towards organic food, subjective norms, perceived financial situation, health awareness and knowledge about organic food have a significant impact on the intention involving the purchase of organic food, with subjective norms, attitudes and health awareness being the best predictors of the purchase intention. On the other hand, the relationship between the perceived availability of organic food and the intention to buy organic food was statistically significant. Considering the demographic characteristics of respondents and their correlation with the purchase intention, marital status, age and household income were found to significantly affect the intention to buy organic food, while other demographic variables had no significant impact on the purchase intention. Therefore, the respondents who are married, between 46 and 55 years old and with household incomes of more than 16,000 kuna show a greater intention to buy organic food in comparison with other respondents. The research results have important implications for marketing practice, primarily for advertising.
The purpose of this study is to explore the impact of various antecedents and behavioural consequences of consumers’ perceptions of time spent on shopping for clothing products. Examined antecedent ...variables are gender, age, income, fashion consciousness and visual merchandising, while outcomes include the number of clothing items purchased. The data, collected by consumer survey in Croatia, was analysed using exploratory and confi rmatory factor analyses, and structural equation modelling (SEM). The major fi ndings indicate that visual merchandising has the greatest and positive effect on time spent shopping. As expected, women and younger consumers spend more time shopping than men and older consumers. As for the outcomes, shopping time is positively related to consumer purchases. The study was conducted at a single point in time and was carried out while there was still crisis in Croatia, in a situation where consumers spend less on fashion products. The present study provides the insights into the determinantsand consequences of time expenditure and might help fashion retailers design more successfully retailing strategies to encourage consumers to spend more time on shopping in fashion stores, which in turn leads to higher sales.
The purpose of this research is to gain better insights into the relationships between demographics, fashion consciousness and clothing purchases. The data, collected from a consumer survey carried ...out in Croatia, were analysed using multiple regression analysis and one-way analysis of variance (ANOVA). Research results support proposed framework. Females, younger consumers and high-income consumers appeared to be more fashion-conscious. Households with fewer members were also shown to have a higher level of fashion consciousness. Fashion-conscious consumers purchase more clothing items and buy more on an unplanned basis. The framework provided helps clothing companies and retailers predict the behaviour of fashion-conscious consumers, as the starting point in designing their promotion campaign and enhancing competitiveness on the market. Reprinted by permission of the Croatian Economics Association
The purpose of this paper is to point out the determinants of the business intelligence discipline, as applied in marketing practice. The paper examines the role of the Internet in marketing research ...and its implications on the business decision-making processes. Although companies conduct a variety of research methods in an offline environment, the paper aims to stress the importance of Web opportunities in conducting the Web segmentation and collecting customer data. Due to the existence of different perceptions concerning the role of the Internet, this paper tries to emphasize its effort of an interactive channel that serves the function of not only an informational nature, but as a powerful research tool as well. Several data collection and analysis methods/techniques are discussed that would help companies to take advantage of a Web as a significant corporate resource. PUBLICATION ABSTRACT
In this paper we begin with McGuire’s concept of influenceability, according to which individuals differ based on their susceptibility to social influence. The theoretical part explains three types ...of influence by reference groups and presents previous results relevant to the issue of this paper. The second part of the paper presents the methodology and research results. The aim of this research is to identify different types of reference group influence by using multivariance techniques, and determine whether they can serve as a basis for consumer market segmentation. The research was conducted on a sample of 250 respondents in the Split-Dalmatia County. Keeping in mind the issues and goals of the research, two hypotheses were set. Five factors – influence types were identified by using the factor analysis (normative influence, value-expressive or identificational influence, environment informative influence, salesperson’s informative influence, and comparison to environment and clothing conformity), and were then been used as basic segmentation variables. Cluster analysis singled out three segments: subject to identification or value-expressive influence, subject to information influence and non-subject to influence. To describe them better, demographic variables were employed, i.e. “relation-comparison and interaction with others” variables as well as personal indicators. The research results confirmed both starting hypotheses. The results attained suggest that consumers from particular segments require different communication strategies, based on which, each segment was supported by corresponding recommendations.
The major purpose of this research is to determine the sufficiently different segments of consumers based on their impulsivity in the buying behaviour. The research was conducted in ...Splitsko-Dalmatinska county on the sample of 180 respondents. Based on the subject matter and research goals, the basic as well as four additional hypotheses were set. The used methodology comprised of the cluster analysis, which helped to divide three segments that were named as: ‘’rational’’, ‘’somewhat rational and somewhat impulsive’’ and ‘’impulsive’’consumers. The variance analysis was used in order to describe the segments properly and to determine whether they are different enough with respect to demographic, socio-economic characteristics and individual differences variables. The findings confirmed the hypothesis based on the possibility of dividing different consumer segments according to the analysed variables. Correlating the demographics and individual differences factors with the impulse buy, the expected results were gained. When analyzing demographics the results indicate the segment differentiation solely in the case of age and working status. However, from the aspect of majority of individual differences variables the distinction among the segments is significant.
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