The influence of aspirational reference groups on consumers\u27 decision in the innovation-decision process

Porabniki se pri sprejemanju nakupnih odločitev pogosto obračajo na aspiracijske referenčne skupine oziroma skupine, ki jim želijo pripadati. Znotraj njih jim kot zanesljivi viri informacij pri sprejemanju odločitev pomagajo referenti, ki pogosto nastopajo v vlogi mnenjskih voditeljev. Obračanje na aspiracijske referenčne skupine je relevantno tudi v procesu prisvajanja novosti, ko so porabniki glede novosti še negotovi, je ne poznajo in svojo nakupno odločitev pogosto ocenjujejo kot bolj tvegano. Zanašanje na informacije referentov je zato v kontekstu sprejemanja novosti izredno pomembno. Ko govorimo o učinkovitosti referentov pa je pregled literature pokazal, da so za doseganje učinkov referentov na vedenje porabnikov pomembne različne lastnosti, in sicer strokovnost, fizična privlačnost in všečnost referenta ter zaupanje referentu in identifikacija z njim. V empiričnem delu naloge sem se zato osredotočila na raziskovanje vpliva lastnosti referentov na stališče porabnika do novosti in na namero prisvajanja novosti, ki jo predstavi referent. Skozi analizo sem želela ugotoviti, katere lastnosti neposredno vplivajo na oblikovanje bolj pozitivnega stališča porabnika do novosti in na koncu tudi na namero prisvajanja novosti ter katere lastnosti posredujejo vpliv drugih lastnosti na stališče in namero. Rezultati lastne kvantitativne raziskave so pokazali, da na stališče do novosti pomembno vplivajo zaupanje in všečnost referenta, identifikacija z njim ter strokovnost referenta, vpliv slednje lastnosti pa posreduje zaupanje. Prav tako na porabnikovo namero prisvajanja novosti pomembno vplivajo njegovo stališče do novosti, zaupanje referentu in identifikacija z njim, pri čemer stališče posreduje vpliv zaupanja, ne pa tudi identifikacije z referentom, ki na namero prisvojitve novosti vpliva neposredno.Consumers often turn to aspirational reference groups as groups they want to belong to when making purchasing decisions. Referents from these groups who help them with their decision-making process as a reliable source of information are often seen as opinion leaders. Turning to an aspirational reference group is especially relevant and important in the innovation-decision process when consumers are uncertain about the innovation which they do not know and therefore see the adoption as risky. A literature review has shown that the effects of aspirational reference groups on consumer behaviour can be achieved by various characteristics of referents, such as expertise, physical attractiveness and likeability of the referent, as well as trustworthiness and identification with the referent. In the empirical part of the thesis, I have focused on exploring the influence of these characteristics on the consumer\u27s attitude toward innovation and the intention to adopt innovation. Throughout the analysis, I wanted to determine which characteristics influence the consumer\u27s attitude towards innovation and the intention to adopt the innovation directly and which indirectly, mediated through other characteristics. The results of my quantitative research have shown that trustworthiness, likeability and identification with the referent have significant influence on the attitude towards innovation. Expertise has a significant influence on the attitude as well, however, its influence is mediated through trustworthiness. Moreover, attitude toward innovation, trustworthiness and identification with the referent have a significant influence on intention to adopt the innovation, however, the influence of trustworthiness\u27 is mediated through the consumer\u27s attitude towards innovation