摘要：The aim of the presented research is to examine whether certain personality traits can predict the decision-making styles in the context of purchasing among Serbian customers. The research involved 462 respondents of different genders, ages and levels of education. The decision-making styles of purchasing were examined using the SDKO questionnaire. SDKO questionnaire measures purchasing decision-making styles (Planners, Ethno-eco oriented, Trendsetters, Bargain hunters, Sceptics). Personality traits like Extraversion, Neuroticism and Openness to experience were measured with subscales from the Big Five Inventory, Impulsiveness was measured with Scale of Innovativeness; and Impulsiveness with the Impulsive Buying Scale (BIC). Regression analyzes were performed on the data and the results show that a set of predictors can be used to predict three purchasing decision-making styles: Planners, Ethno-eco oriented and Trendsetters. The obtained results were discussed in relation to their theoretical and practical significance for marketing practice.
其他摘要：Prikazano istraživanje imalo je cilj da ispita da li pojedine osobine ličnosti mogu da predvide stil donošenja kupovnih odluka kod potrošača iz Srbije. U istraživanju je učestvovalo 462 ispitanika, različitog pola, uzrasta i nivoa obrazovanja. Stil donošenja kupovne odluke ispitivan je pomoću upitnika SDKO. Upitnik meri stilove donošenja kupovne odluke (Planeri, Etno-eko orijentisani, Trendseteri, Lovci na popuste, Sumnjičavi), a osobine ličnosti merene su supskalama Ekstraverzija, Neuroticizam i Otvorenost ka iskustvu iz upitnika Big Five Inventory; Inovativnost upitnikom - Scale of Innovativeness; i Impulsivnost Skalom impulsivne kupovine - Impulsive Buying Scale (BIC). Nad podacima su sprovedene regresione analize a rezultati pokazuju da se pomoću seta prediktora može predviteti tri stila donošenja kupovnih odluka: Planeri, Etno-eko orijentisani i Trendseteri. Dobijeni rezultati su prodiskutovani spram njihovog teorijskog i praktičnog značaja za marketinšku praksu. Studija nudi teorijski doprinos u razumevanju značaja osobina ličnosti za predikciju kupovnog ponašanja, te razmatra upotrebnu vrednost dobijenih rezultata za kreiranje marketing strategija.
