Merenje involviranosti potrošača
Measuring consumer involvement
Апстракт
Involviranost, uključenost u proizvode i usluge konstrukt je od izuzetne važnosti u oblasti ponašanja potrošača. marketinga i oglašavanja. Involviranost se posmatra kao kauzalna varijabla koja utiče na traženje informacija, proces odlučivanja prilikom kupovine i sl. Cilj istraživanja je provera metrijskih odluka i faktorske strukture dveju skala: Inventara lične involviranosti u formi semantičkog diferencijala i Profila involviranosti u formi Likertove skale. ispitivanje je obavljeno na uzorak studenata psihologije. Skale su proveravane merenjem involviranosti u proizvod (patike) i aktivnost (večernji izlasci). Kronbahov alfa-koeficijent je u rasponu od 0.75 (IP za večernje izlaske) do 0.96 (PII za večernje izlaske i PII za patike). Faktorska struktura involviranosti prema PII skali konzistentna je sa većinom ranijih nalaza. PII skala meri involviranost preko aspekata značaja, interesovanja, relevantnosti. IP skala daje potpuniju sliku dimenzija u osnovi involviranosti.
Involvement into the products and services in an extremely important construct in the area of consumer behavior, marketing and advertising. Involvement is seen as a causal variable influencing the information search, decision process at the purchase, etc. The aim of this research was to check the metric characteristics and the factor structure of the two scales: PII - Personal Involvement Inventory, Zaichkowsky, 1985, in the form of the semantic differential and IP - Involvement Profile, Laurent & Capferer, 1985, in the form of Likert scale. The investigation was carried out on the sample of psychology students. The scales were tested by measuring the involvement into the product (sports shoes) and into the activity (evening outings). Cronbach Alfa coefficient is within the range of 0,75 (IP for evening outings) to 0.96 (PII for evening outings and for sport shoes). The actor structure regarding PII scale is consistent with the majority of previous findings. PII scale measures the invo...lvement in the terms of significance, interests and relevancy. IP scale gives the more comprehensive picture of dimensions at the basis of involvement.
Кључне речи:
profil involviranosti / involviranost / inventar lične involviranosti / faktorska struktura involviranosti / personal involvement inventory / involvement / involvement profile scale / involvement factor structureИзвор:
Psihologija, 1996, 29, 1, 71-82Издавач:
- Društvo psihologa Srbije, Beograd
Институција/група
Psihologija / PsychologyTY - JOUR AU - Petrović, Ivana AU - Kovačević, Panta PY - 1996 UR - http://reff.f.bg.ac.rs/handle/123456789/227 AB - Involviranost, uključenost u proizvode i usluge konstrukt je od izuzetne važnosti u oblasti ponašanja potrošača. marketinga i oglašavanja. Involviranost se posmatra kao kauzalna varijabla koja utiče na traženje informacija, proces odlučivanja prilikom kupovine i sl. Cilj istraživanja je provera metrijskih odluka i faktorske strukture dveju skala: Inventara lične involviranosti u formi semantičkog diferencijala i Profila involviranosti u formi Likertove skale. ispitivanje je obavljeno na uzorak studenata psihologije. Skale su proveravane merenjem involviranosti u proizvod (patike) i aktivnost (večernji izlasci). Kronbahov alfa-koeficijent je u rasponu od 0.75 (IP za večernje izlaske) do 0.96 (PII za večernje izlaske i PII za patike). Faktorska struktura involviranosti prema PII skali konzistentna je sa većinom ranijih nalaza. PII skala meri involviranost preko aspekata značaja, interesovanja, relevantnosti. IP skala daje potpuniju sliku dimenzija u osnovi involviranosti. AB - Involvement into the products and services in an extremely important construct in the area of consumer behavior, marketing and advertising. Involvement is seen as a causal variable influencing the information search, decision process at the purchase, etc. The aim of this research was to check the metric characteristics and the factor structure of the two scales: PII - Personal Involvement Inventory, Zaichkowsky, 1985, in the form of the semantic differential and IP - Involvement Profile, Laurent & Capferer, 1985, in the form of Likert scale. The investigation was carried out on the sample of psychology students. The scales were tested by measuring the involvement into the product (sports shoes) and into the activity (evening outings). Cronbach Alfa coefficient is within the range of 0,75 (IP for evening outings) to 0.96 (PII for evening outings and for sport shoes). The actor structure regarding PII scale is consistent with the majority of previous findings. PII scale measures the involvement in the terms of significance, interests and relevancy. IP scale gives the more comprehensive picture of dimensions at the basis of involvement. PB - Društvo psihologa Srbije, Beograd T2 - Psihologija T1 - Merenje involviranosti potrošača T1 - Measuring consumer involvement EP - 82 IS - 1 SP - 71 VL - 29 UR - https://hdl.handle.net/21.15107/rcub_reff_227 ER -
@article{ author = "Petrović, Ivana and Kovačević, Panta", year = "1996", abstract = "Involviranost, uključenost u proizvode i usluge konstrukt je od izuzetne važnosti u oblasti ponašanja potrošača. marketinga i oglašavanja. Involviranost se posmatra kao kauzalna varijabla koja utiče na traženje informacija, proces odlučivanja prilikom kupovine i sl. Cilj istraživanja je provera metrijskih odluka i faktorske strukture dveju skala: Inventara lične involviranosti u formi semantičkog diferencijala i Profila involviranosti u formi Likertove skale. ispitivanje je obavljeno na uzorak studenata psihologije. Skale su proveravane merenjem involviranosti u proizvod (patike) i aktivnost (večernji izlasci). Kronbahov alfa-koeficijent je u rasponu od 0.75 (IP za večernje izlaske) do 0.96 (PII za večernje izlaske i PII za patike). Faktorska struktura involviranosti prema PII skali konzistentna je sa većinom ranijih nalaza. PII skala meri involviranost preko aspekata značaja, interesovanja, relevantnosti. IP skala daje potpuniju sliku dimenzija u osnovi involviranosti., Involvement into the products and services in an extremely important construct in the area of consumer behavior, marketing and advertising. Involvement is seen as a causal variable influencing the information search, decision process at the purchase, etc. The aim of this research was to check the metric characteristics and the factor structure of the two scales: PII - Personal Involvement Inventory, Zaichkowsky, 1985, in the form of the semantic differential and IP - Involvement Profile, Laurent & Capferer, 1985, in the form of Likert scale. The investigation was carried out on the sample of psychology students. The scales were tested by measuring the involvement into the product (sports shoes) and into the activity (evening outings). Cronbach Alfa coefficient is within the range of 0,75 (IP for evening outings) to 0.96 (PII for evening outings and for sport shoes). The actor structure regarding PII scale is consistent with the majority of previous findings. PII scale measures the involvement in the terms of significance, interests and relevancy. IP scale gives the more comprehensive picture of dimensions at the basis of involvement.", publisher = "Društvo psihologa Srbije, Beograd", journal = "Psihologija", title = "Merenje involviranosti potrošača, Measuring consumer involvement", pages = "82-71", number = "1", volume = "29", url = "https://hdl.handle.net/21.15107/rcub_reff_227" }
Petrović, I.,& Kovačević, P.. (1996). Merenje involviranosti potrošača. in Psihologija Društvo psihologa Srbije, Beograd., 29(1), 71-82. https://hdl.handle.net/21.15107/rcub_reff_227
Petrović I, Kovačević P. Merenje involviranosti potrošača. in Psihologija. 1996;29(1):71-82. https://hdl.handle.net/21.15107/rcub_reff_227 .
Petrović, Ivana, Kovačević, Panta, "Merenje involviranosti potrošača" in Psihologija, 29, no. 1 (1996):71-82, https://hdl.handle.net/21.15107/rcub_reff_227 .
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