摘要：Osnovna svrha ovog rada jeste analiza uticaja dimenzija kulture na stavove i namere potrošača prema domaćim istranim proizvodima.Model nacionalne kulture,definisan od strane Hofstede-a,sastojise od četiri osnovne dimenzije kulture,koje obuhvataju distancu moći,izbegavanje neizvesnosti,individualizam/kolektivizam i muške/ ženske vrednosti.U skladu stim,osnovni cilj ovog istraživanja jeste analiza uticaja navedenih dimenzija na stavove i namere koje potrošači imaju u pogledu kupovine stranih i domaćih proizvoda.Rezultati empirijskog istraživanja ukazuju da distanca moći,kolektivizam i ženske vrednosti utiču pozitivno na stavove ispitanika o domaćim proizvodima,kao i da izbegavanje neizvesnosti i kolektivizam utiču negativno na stavove o stranim proizvodima.Pored toga,stavovi ispitanika u slučaju obe vrste proizvoda utiču pozitivno na namere potrošača u pogledu buduće kupovine proizvoda.Rezultati istraživanja predstavljaju doprinos postojećoj naučnoj literaturi,s obzirom na činjenicu da su vrlo retka istraživanja koja imaju u fokusu analizu veza između navedenih varijabli.Pored toga,rezultati mogu biti od velikog značaja za menadžment domaćih i međunarodnih kompanija,pogotovo u pogledu razumevanja značaja dimenzija kulture za poslovanje na međunarodnim tržištima,kao i načina na koji one utiču na stavove i namere potrošača u pogledu kupovine domaćih istranih proizvoda.
其他摘要：The main purpose of this paper is to analyze the impact of the cultural dimensions on consumer attitudes and behavioral intentions towards domestic and foreign products.Model of national culture,defined by Hofstede,consists of four basic cultural dimensions,which include power distance,uncertainty avoidance,individualism/ collectivism and masculinity/femininity.Accordingly,the main goal of this research is to analyze the impact of the mentioned dimensions on the attitudes and behavioral intentions of consumers,in terms of buying foreign and domestic products.The results of the empirical research indicate that the power distance,collectivism and feminine values have positive influence on the attitudes of the respondents about domestic products,and that the uncertainty avoidance and collectivism have negative influence on attitudes about foreign products.Furthermore,results indicate that consumer attitudes have positive influence on their behavioral intentions,in the case of both types of products.The results of the research represent a contribution to the existing scientific literature,given the fact that studies which have a focus on analysis of the relations between the mentioned variables are very rare.In addition,the results can be of great importance to the management of domestic and international companies,especially in terms of understanding the importance of the cultural dimensions for doing business in international markets,as well as the ways in which they affect the attitudes and intentions of consumers,in terms of buying domestic and foreign products.
关键词：Osnovna svrha ovog rada jeste analiza uticaja dimenzija kulture na stavove i namere potrošača prema domaćim istranim proizvodima.Model nacionalne kulture,definisan od strane Hofstede-a,sastojise od četiri osnovne dimenzije kulture,koje obuhvataju distancu moći,izbegavanje neizvesnosti,individualizam/kolektivizam i muške/ ženske vrednosti.U skladu stim,osnovni cilj ovog istraživanja jeste analiza uticaja navedenih dimenzija na stavove i namere koje potrošači imaju u pogledu kupovine stranih i domaćih proizvoda.Rezultati empirijskog istraživanja ukazuju da distanca moći,kolektivizam i ženske vrednosti utiču pozitivno na stavove ispitanika o domaćim proizvodima,kao i da izbegavanje neizvesnosti i kolektivizam utiču negativno na stavove o stranim proizvodima.Pored toga,stavovi ispitanika u slučaju obe vrste proizvoda utiču pozitivno na namere potrošača u pogledu buduće kupovine proizvoda.Rezultati istraživanja predstavljaju doprinos postojećoj naučnoj literaturi,s obzirom na činjenicu da su vrlo retka istraživanja koja imaju u fokusu analizu veza između navedenih varijabli.Pored toga,rezultati mogu biti od velikog značaja za menadžment domaćih i međunarodnih kompanija,pogotovo u pogledu razumevanja značaja dimenzija kulture za poslovanje na međunarodnim tržištima,kao i načina na koji one utiču na stavove i namere potrošača u pogledu kupovine domaćih istranih proizvoda.
其他关键词：The main purpose of this paper is to analyze the impact of the cultural dimensions on consumer attitudes and behavioral intentions towards domestic and foreign products.Model of national culture,defined by Hofstede,consists of four basic cultural dimensions,which include power distance,uncertainty avoidance,individualism/ collectivism and masculinity/femininity.Accordingly,the main goal of this research is to analyze the impact of the mentioned dimensions on the attitudes and behavioral intentions of consumers,in terms of buying foreign and domestic products.The results of the empirical research indicate that the power distance,collectivism and feminine values have positive influence on the attitudes of the respondents about domestic products,and that the uncertainty avoidance and collectivism have negative influence on attitudes about foreign products.Furthermore,results indicate that consumer attitudes have positive influence on their behavioral intentions,in the case of both types of products.The results of the research represent a contribution to the existing scientific literature,given the fact that studies which have a focus on analysis of the relations between the mentioned variables are very rare.In addition,the results can be of great importance to the management of domestic and international companies,especially in terms of understanding the importance of the cultural dimensions for doing business in international markets,as well as the ways in which they affect the attitudes and intentions of consumers,in terms of buying domestic and foreign products.
