摘要：Predstavljeno istraživanje imalo je za cilj da ispita relacije dimenzija ličnosti iz modela Velikih pet i kupovnih vrednosnih dimenzija kod tradicionalnih i kupaca koji dominantno kupuju putem interneta.Uzorak se sastojao od 193 ispitanika,prosečne starosti 33 godine,koji žive u Srbiji,a upitnici kojisu bili korišćenisu srpska adaptacija skale IPIP 50 (Goldberg,1992),Skala hedonističkih i utilitarističkih kupovnih vrednosnih dimenzija (Babin,Darden,Griffin,1994),kao i upitnik demografskih karakteristika (pol istarost).Analiza podataka je izvršena u statističkom programu SPSS,a dobijeni rezultati pokazalisu da osobine ličnosti ekstraverzija i emocionalna stabilnost predviđaju hedonističke kupovne dimenzije,dok su savesnost i intelekt značajni u predviđanju utilitarističkih.Takođe,utvrdilismo da tradicionalni kupci imaju više izraženu ekstraverziju i hedonističke kupovne vrednosti,kao i niži nivo emocionalne stabilnosti od kupaca koji kupuju putem interneta.Dobijeni rezultati prodiskutovanisu spram dostupne naučne literature.
其他摘要：This study was aimed to investigate relationship among Big five personality traits and shopping values of traditional and online shoppers.The sample consists of 193 respondents,the average age of 33 years,living on the territory of Serbia.The questionnaires that were used were:Serbian adaptation of IPIP 50 Scale (Goldberg,1992),the Scale of hedonistic and utilitarian purchasing value dimensions (Babin,Darden,Griffin,1994),as well as a questionnaire that measures demographic characteristics (gender and age).Data analysis is performed in the statistical program SPSS and the results have shown that personality traits - extraversion and emotional stability predict hedonistic shopping value dimensions,while consciousness and intellect significantly predict utilitarian ones (shopping values).We have also found that traditional customers achieve statistically significant more results on the dimension of the extraversion and hedonistic purchasing value dimension and lower results on the dimension of emotional stability than online buyers.The obtained results were discussed according to available scientific literature.
关键词：Predstavljeno istraživanje imalo je za cilj da ispita relacije dimenzija ličnosti iz modela Velikih pet i kupovnih vrednosnih dimenzija kod tradicionalnih i kupaca koji dominantno kupuju putem interneta.Uzorak se sastojao od 193 ispitanika,prosečne starosti 33 godine,koji žive u Srbiji,a upitnici kojisu bili korišćenisu srpska adaptacija skale IPIP 50 (Goldberg,1992),Skala hedonističkih i utilitarističkih kupovnih vrednosnih dimenzija (Babin,Darden,Griffin,1994),kao i upitnik demografskih karakteristika (pol istarost).Analiza podataka je izvršena u statističkom programu SPSS,a dobijeni rezultati pokazalisu da osobine ličnosti ekstraverzija i emocionalna stabilnost predviđaju hedonističke kupovne dimenzije,dok su savesnost i intelekt značajni u predviđanju utilitarističkih.Takođe,utvrdilismo da tradicionalni kupci imaju više izraženu ekstraverziju i hedonističke kupovne vrednosti,kao i niži nivo emocionalne stabilnosti od kupaca koji kupuju putem interneta.Dobijeni rezultati prodiskutovanisu spram dostupne naučne literature.
其他关键词：This study was aimed to investigate relationship among Big five personality traits and shopping values of traditional and online shoppers.The sample consists of 193 respondents,the average age of 33 years,living on the territory of Serbia.The questionnaires that were used were:Serbian adaptation of IPIP 50 Scale (Goldberg,1992),the Scale of hedonistic and utilitarian purchasing value dimensions (Babin,Darden,Griffin,1994),as well as a questionnaire that measures demographic characteristics (gender and age).Data analysis is performed in the statistical program SPSS and the results have shown that personality traits - extraversion and emotional stability predict hedonistic shopping value dimensions,while consciousness and intellect significantly predict utilitarian ones (shopping values).We have also found that traditional customers achieve statistically significant more results on the dimension of the extraversion and hedonistic purchasing value dimension and lower results on the dimension of emotional stability than online buyers.The obtained results were discussed according to available scientific literature.
