Peronality and impulse buying

Na ovom se području vrlo malen broj istraživanja bavio integriranim pogledom na impulzivno kupovanje kroz njegove kognitivne i emocionalne komponente, a posebice povezanošću tih dvaju komponenata s ličnošću potrošača. Konstrukt impulzivnog kupovanja relativno je nov u psihologiji i marketingu te u njemu i danas ima puno prostora za daljnja istraživanja. Cilj ovog istraživanja je pružiti širi uvid u povezanost osobina ličnosti i kognitivne i emocionalne komponente impulzivnog kupovanja. Istraživanje je provedeno online upitnikom na prigodnom uzorku građana Republike Hrvatske. U istraživanju je sudjelovalo 215 sudionika (N=215), od čega je 38.6% muškaraca i 61.4% žena. Prosječna dob sudionika bila je M=33.1 godina. U istraživanju su korišteni upitnici IPIP50 i preliminarna skala upitnika impulzivnog kupovanja (eng. Impulse buying tendency scale, IBTS) koja se sastoji od 8 čestica (Bosnjak, Brandl i Bratko, 2007). Utvrđena je negativna povezanost emocionalne stabilnosti i ukupnog rezultata na skali impulzivnog kupovanja i emocionalne komponente skale. Pronađena je i slabija negativna povezanost ukupnog rezultata na skali te njenih komponenata sa savjesnošću. Razlika između muškaraca i žena nije se pokazala značajnom na ukupnom rezultatu skale niti njenim komponentama. Rezultati su pokazali da stupanj obrazovanja negativno korelira s impulzivnim kupovanjem i kognitivnom komponentom impulzivnog kupovanja. Višestrukom regresijskom analizom utvrđeno je da osobine ličnosti i stupanj obrazovanja objašnjavaju 5% varijance impulzivnog kupovanja. Kvalitativnom analizom utvrđeno je kako sudionici najčešće impulzivno kupuju odjeću i obuću, u manjoj mjeri skupocjenu robu.In this area, very few studies have focused on an integrated view of impulse buying through its cognitive and affective aspects, and in particular the connection of the two to the consumers' personality traits. Impulse buying is a relatively new construct in psychology and marketing, and it still needs further research. The aim of this study is to provide a deeper insight into the connection between personality traits and cognitive and affective aspects of impulse buying. The research was conducted by an online questionnaire on a sample of Croatian citizens. The study included 215 participants (N = 215), of which 38.6% men and 61.4% women. The average age of participants was M = 33.1 years. In this study we used the IPIP50 questionnaire and a preliminary scale of impulse buying tendency (short IBTS) consisting of eight questions (Bosnjak, Brandl and Bratko, 2007). A negative correlation between emotional stability, the overall score and the affective aspect of impulse buying tendency scale was found. A weaker negative correlation was found between the total scale and its components with conscientiousness. The difference between men and women wasn't found to be significant considering the total scale score nor its components. The results showed that the level of education negatively correlate with impulse buying and the cognitive component of impulse buying. Multiple regression analysis showed that personality traits and level of education explain 5% of the variance of impulsive buying. The qualitative analysis found that participants usually buy clothes and shoes impulsively, to a lesser extent expensive goods