ANALYSIS OF THE EFFECTS OF DEMOGRAPHIC VARIABLES AND CHARACTERISTICS OF THE FACEBOOK SOCIAL NETWORK ON PURCHASING

Marija Vranješ; Dragoljub Jovičić; Dragana Gašević

doi:10.5937/skolbiz1-21441

Marija Vranješ Visoka poslovna škola strukovnih studija u Novom Sadu
Dragoljub Jovičić Visoka poslovna škola strukovnih studija u Novom Sadu
Dragana Gašević Novi Sad School of Business

DOI: https://doi.org/10.5937/skolbiz1-21441

Ključne reči: promocija na društvenim mrežama, Facebook, kupovina

Sažetak

Cilj rada je da analizira efekat demografskih karakteristika i karakteristika upotrebe društvene mreže Facebook na donošenje odluke o kupovini. U skladu sa navedenim ciljem, korišćene su mere deskriptivne statistike, analiza pouzdanosti, t-test nezavisnih uzoraka, jednofaktorska i dvofaktorska analza varijanse. Rezultati istraživanja pokazuju da ne postoje polne, niti starosne statistički značajne razlike u pogledu donošenja odluke o kupovini. Takođe, statistički značajne razlike u tom smislu, nisu otkrivne ni u slučaju varijabli koje se tiču karakteristika upotrebe društvene mreže Facebook (način prustupa društvenoj mreži, dužina korišćenja, učestalost prijavljivanja na nalog, prosečno provedeno vreme na pomenutoj društvenoj mreži i učestalosti ažuriranja naloga). Statistički zanačajan rezultat uočen je samo u slučaju stepena stručne spreme. Utvrđeno je da osobe sa najvišim nivoom obrazovanja (master/magistar/doktor nauka) pokazuju veću spremnost na kupovinu (nastalu pod uticajem Facebook promocije), u odnosu na osobe sa visokom i srednjom stručnom spremom. S tim u vezi, rezultati istraživanja sugerišu menadžmentu pravac u kom treba usmeriti marketiške napore - osobe sa najvišim nivoom obrazovanja, ali i identifikuju problem vezan za niske nivoe spremnosti na kupovinu ostalih grupa ispitanika što dalje zahteva adaptiranje i unapređivanje promotivnih strategija.

Biografije autora

Marija Vranješ, Visoka poslovna škola strukovnih studija u Novom Sadu

Master ekonomista

Asistent

Dragoljub Jovičić, Visoka poslovna škola strukovnih studija u Novom Sadu

Doktor ekonomskih nauka

Profesor strukovnih studija

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