VRIJEME PROVEDENO U KUPNJI I PONAŠANJE KUPACA NA TRŽIŠTU ODJEĆE
| العنوان: | VRIJEME PROVEDENO U KUPNJI I PONAŠANJE KUPACA NA TRŽIŠTU ODJEĆE |
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| المؤلفون: | Ivana Kursan Milaković, Mirela Mihić, Ivan-Damir Anić |
| المصدر: | Ekonomski pregled Volume 69 Issue 2 |
| بيانات النشر: | Croatian Economic Association, 2018. |
| سنة النشر: | 2018 |
| مصطلحات موضوعية: | unplanned purchases, vrijeme provedeno u kupnji, Demographics, media_common.quotation_subject, fashion retailing, DRUŠTVENE ZNANOSTI. Ekonomija, Structural equation modeling, demographics, Perception, neplanirana kupnja, demografija, health care economics and organizations, media_common, Visual merchandising, business.industry, technology, industry, and agriculture, SOCIAL SCIENCES. Economics, Advertising, vizualni merchandising, Clothing, Purchasing, Consumer survey, time spent shopping, visual merchandising, modna maloprodaja, Business, Single point, unplanned purchase, General Economics, Econometrics and Finance |
| الوصف: | The purpose of this study is to explore the impact of various antecedents and behavioural consequences of consumers’ perceptions of time spent on shopping for clothing products. Examined antecedent variables are gender, age, income, fashion consciousness and visual merchandising, while outcomes include the number of clothing items purchased. The data, collected by consumer survey in Croatia, was analysed using exploratory and confirmatory factor analyses, and structural equation modelling (SEM). The major findings indicate that visual merchandising has the greatest and positive effect on time spent shopping. As expected, women and younger consumers spend more time shopping than men and older consumers. As for the outcomes, shopping time is positively related to consumer purchases. The study was conducted at a single point in time and was carried out while there was still crisis in Croatia, in a situation where consumers spend less on fashion products. The present study provides the insights into the determinants and consequences of time expenditure and might help fashion retailers design more successfully retailing strategies to encourage consumers to spend more time on shopping in fashion stores, which in turn leads to higher sales. Glavna svrha rada sastoji se od istraživanja značaja različitih prediktora i ponašajućih ishoda za potrošačevu percepciju vremena provedenog u kupnji odjevnih predmeta. Istraživane varijable su uključivale spol, dob, prihod, modnu osviještenost i vizualni merchandising, dok su ishodi obuhvatili broj kupljenih odjevnih predmeta. Podaci, prikupljeni ispitivanjem potrošača u Hrvatskoj, su analizirani korištenjem eksplorativne i konfirmativne faktorske analize, te modeliranja strukturnih jednadžbi (SEM). Rezultati istraživanja pokazuju da vizualni merchandising ima najveći i pozitivni utjecaj na vrijeme povedeno u kupnji. Prema očekivanjima, potrošači ženskog spola i mlađi potrošači provode više vremena u kupnji za razliku od potrošača muškog spola i potrošača starije dobi. Što se tiče ishoda, vrijeme provedeno u kupnji pozitivno je povezano s kupnjom. Istraživanje je vršeno u određenom vremenskom razdoblju, a tijekom ekonomske krize u Republici Hrvatskoj kada su potrošači trošili manje novca na modne proizvode. Istraživanje pruža uvid u odrednice i ishode značajne za čimbenik vremenskog izdatka, te može pomoći modnim prodavačima na malo pri uspješnom oblikovanju maloprodajnih strategija s ciljem ohrabrivanja potrošača na veću potrošnju u modnim trgovinama, a što posljedično dovodi do većeg obujma prodaje. |
| وصف الملف: | application/pdf |
| تدمد: | 1848-9494 0424-7558 |
| DOI: | 10.32910/ep.69.2.1 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_dedup___::e4b96ae3dc71e65473b15a36b74d4f09 https://doi.org/10.32910/ep.69.2.1 |
| Rights: | OPEN |
| رقم الانضمام: | edsair.doi.dedup.....e4b96ae3dc71e65473b15a36b74d4f09 |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 18489494 04247558 |
|---|---|
| DOI: | 10.32910/ep.69.2.1 |