Merenje involviranosti potrošača

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.