Osobine ličnosti i kupovne vrednosne dimenzije kod tradicionalnih i kupaca koji kupuju putem interneta

Abstract

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.