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Istraživanje zlouporabe online politika i kupovine kroz teoriju psihološke reaktancije

Author

Listed:
  • Kursan Milanković

    (Ekonomski fakultet, Sveučilište u Splitu)

  • D. Garbin Praničević

    (Ekonomski fakultet, Sveučilište u Splitu)

Abstract

Cilj istraživanja je, koristeći teoriju psihološke reaktancije, ispitati utjecaj demografskih karakteristika i orijentacije prema konformizmu na neprimjereno ponašanje potrošača na internetu, uključujući zlouporabu pravila povrata, promocija i neprimljenih artikala. Također, analizira se povezanost učestalosti online kupovine s takvim ponašanjem. Primjenom konfirmatorne faktorske i regresijske analize na uzorku od 244 hrvatska potrošača, istraženo je kako demografski čimbenici (dob, spol, obrazovanje) i sklonost konformizmu utječu na zlouporabu online politika. Rezultati pokazuju da mlađi i obrazovaniji potrošači češće zloupotrebljavaju pravila povrata, promocija i neprimljenih artikala, dok su muškarci skloniji zlouporabi pravila povrata. Orijentacija prema konformizmu negativno je povezana sa zlouporabom pravila povrata i neprimljenih artikala. Jedino zlouporaba pravila promocija pozitivno utječe na učestalost online kupovine. Istraživanje je ograničeno na Hrvatsku i specifične faktore, što otežava generalizaciju rezultata. Unatoč tome, doprinosi literaturi o psihološkoj reaktanciji primjenom u online okruženju, posebno u kontekstu neprimjerenog ponašanja potrošača. Originalnost leži u povezivanju demografskih čimbenika, sklonosti konformizmu i učestalosti online kupovine sa zlouporabom pravila, čime se istražuje slabo pokriveno područje.

Suggested Citation

  • Kursan Milanković & D. Garbin Praničević, 2025. "Istraživanje zlouporabe online politika i kupovine kroz teoriju psihološke reaktancije," Ekonomski pregled, Hrvatsko društvo ekonomista (Croatian Society of Economists), vol. 76(5), pages 341-355.
    • Handle: RePEc:hde:epregl:v:76:y:2025:i:5:p:341-355
    DOI: 10.32910/ep.76.5.1
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    Keywords

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    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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