Povezanost osobina HEXACO modela ličnosti sa sklonošću ka impulzivnoj kupovini

master's thesis

• Title (english): The relationship between HEXACO personality model and impulse buying tendency
• Author: Tena Masnjak
• Mentor: Denis Bratko (mentor)
• Committee member: Željko Jerneić (predsjednik povjerenstva)
• Committee member: Denis Bratko (član povjerenstva)
• Committee member: Doris Čuržik (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of Psychology); Zagreb
• Defense date and country: 2019-11-07, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Psychology; General Psychology

Abstract

Sklonost impulzivnoj kupovini podrazumijeva tendenciju da pojedinac neplanirano, brzo i bez razmišljanja nešto kupi (Rook, 1987), a sastoji od kognitivnog aspekta (nedostatak planiranja i razmišljanja o posljedicama ponašanja) i afektivnog aspekta (emocionalni odgovor povezan s kupovinom) (Verplaken i Herabadi, 2001). Cilj ovog istraživanja bio je ispitati odnos osobina i faceta HEXACO modela ličnosti i sklonosti ka impulzivnom kupovanju, odnosno kognitivnog i emocionalnog aspekta impulzivne kupovine. Istraživanje je provedeno na uzorku od 589 zaposlenih koji su ispunjavali HEXACO-PI-R-100 te Skalu sklonosti ka impulzivnoj kupovini. Rezultati pokazuju da su osobine poštenje-skromnost, emocionalnost i savjesnost značajni prediktori sklonosti ka impulzivnom kupovanju, pri čemu je savjesnost povezana s kognitivnim aspektom, a poštenje-skromnost i emocionalnost s emocionalnim aspektom impulzivne kupovine. Ekstraverzija se nije pokazala kao značajni prediktor sklonosti ka impulzivnoj kupovini na bivarijatnoj razini, ali je unutar hijerarhijskog modela. Na razini faceta, za poštenje-skromnost značajnima su se pokazale sve četiri facete, pri čemu je najvišu negativnu korelaciju s emocionalnom komponentom impulzivne kupovine imala faceta izbjegavanja pohlepe. Za emocionalnost, značajnima su se pokazale sve četiri facete podjednako, dok su za savjesnost značajne samo facete organiziranosti i razboritosti. Kod ekstraverzije, faceta socijalno samopoštovanje povezana je s afektivnom komponentnom, a druželjubivost s obje komponente.

Abstract (english)

The impulse buying tendency is a tendency to buy something unplanned, quickly and without thinking (Rook, 1987) and it is consisted of a cognitive aspect (the lack of planning and thinking about the consequences of behavior) and an affective aspect (emotional response associated with shopping) (Verplaken and Herabadi, 2001). The aim of this study was to examine the relationship between the dimensions and facets of the HEXACO personality model and the impulsive buying tendency, that is, the cognitive and emotional component of impulsive buying. Data were collected on 589 employees using the HEXACO-PI-R-100 and the Impulse Buying Tendency Scale. The results show that honesty-humility, emotionality, and conscientiousness are significant predictors of impulsive buying tendency, with conscientiousness being related to the cognitive aspect, and honesty-humility and emotionality being related to the emotional aspect of impulsive buying. Extraversion has not proven to be a significant predictor of impulsive buying tendency on bivariate level but was significat as a part of a hierarchical model. At the facet level, all four facets were significant for honesty-humility, with the facet greed avoidance having the highest correlation with the emotional component of impulsive buying. For the emotionality, all four facets were equally significant, while for the conscientiousness only the facets of organization and prudence were significant. For extraversion, facet social self-esteem is correlated with affective component, and sociability with both components.

• Keywords: Potrošačko ponašanje; impulzivna kupovina; HEXACO model ličnosti
• Keywords (english): Consumer behavior; impulsive buying; the HEXACO model of personality
• Language: croatian
• URN:NBN: urn:nbn:hr:131:789865
• Study programme: Title: Psychology; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra psihologije (magistar/magistra psihologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-11-19 12:23:17