Suchergebnisse

Purpose
By acknowledging the importance of micro-influencers and all decision-making process stages, this study aims to explore the impact of perceived influencer's credibility, impacted by the sponsorship absenteeism, on problem recognition, information search, alternative evaluation, purchase and post-purchase. Additionally, the authors investigate the moderating role of trust level on the researched relationships.


Design/methodology/approach
This study focuses on 111 young Croatian consumers of cosmetic products. The authors analysed data with confirmatory factor and regression analyses.


Findings
This study reveals positive relationships between micro-influencers' perceived credibility and all decision-making phases. The research results also show that the lack of sponsorship positively influences perceived credibility. Furthermore, results indicate that the trust level is an essential moderator for the relationships between perceived credibility and sponsorship and information search and buying stages.


Research limitations/implications
Limitations include the convenience sampling method and data collection at one point while also focusing on consumers from one country.


Practical implications
This study provides practical implications for companies outlining the marketing activities that should be considered in all stages of the decision-making process while recognising the attractiveness of micro-influencers for the buying experience.


Originality/value
This study fills gaps in the literature on micro-influencers credibility in general and particularly in the cosmetics industry. In addition, the study fills the gaps in the literature considering the impact of perceived micro-influencer credibility on all five decision-making process stages.

The purpose of this study is to explore the impact of various antecedents and behavioural consequences of consumers' perceptions of time spent on shopping for clothing products. Examined antecedent variables are gender, age, income, fashion consciousness and visual merchandising, while outcomes include the number of clothing items purchased. The data, collected by consumer survey in Croatia, was analysed using exploratory and confi rmatory factor analyses, and structural equation modelling (SEM). The major fi ndings indicate that visual merchandising has the greatest and positive effect on time spent shopping. As expected, women and younger consumers spend more time shopping than men and older consumers. As for the outcomes, shopping time is positively related to consumer purchases. The study was conducted at a single point in time and was carried out while there was still crisis in Croatia, in a situation where consumers spend less on fashion products. The present study provides the insights into the determinantsand consequences of time expenditure and might help fashion retailers design more successfully retailing strategies to encourage consumers to spend more time on shopping in fashion stores, which in turn leads to higher sales.

Online privatnost je prepoznata kao važan čimbenik rasta digitalne ekonomije. Iako nova informatička i komunikacijska tehnologija znatno mijenja poslovnu praksu i nudi nove poslovne mogućnosti, ona također utječe na zabrinutost potrošača za njihovu online privatnost. Glavno pitanje je kako smanjiti zabrinutost za online privatnost i povećati povjerenje potrošača u interakciji s poduzećima u online okruženju. Ovo istraživanje je usmjereno prema identificiranju ključnih čimbenika koji utječu na zabrinutost potrošača za online privatnost i na utjecaj te zabrinutosti na ponašanje potrošača. Podaci prikupljeni anketiranjem studenata analizirani su primjenom eksplorativne i konfirmativne faktorske analize, i modeliranjem strukturnih jednadžbi. Rezultati pokazuju da oznake osiguranja od rizika, prethodno iskustvo na Internetu, vrijeme koje se provede na Internetu i spol statistički značajno utječu na zabrinutost za privatnost, dok se stavovi potrošača prema marketingu odnosa s potrošačima i dohodak nisu pokazali statistički značajnima. Prilikom kreiranja politike zaštite privatnosti, poduzeća bi trebala uzeti u obzir ove čimbenike kako bi se smanjila zabrinutost potrošača za privatnost i povećale kupnje preko Interneta. U radu se diskutiraju implikacije ovog istraživanja za menadžment. ; Online privacy concerns have been recognised as an important driver of the growth of digital economy. Although new information and communication technologies are changing business practices significantly and offer new business opportunities, they also raise online privacy concerns. Major issue is to determine how to decrease online privacy concerns and increase consumer confidence in interacting with companies in the online environment. This research seeks to identify influential factors that affect online privacy concerns and their consequences for consumer behaviour. The data collected from student sample were analysed by using exploratory and confirmatory factor analyses, and structural equation modelling. Results indicate that third-party seal assurance, previous online experience, time spent online and gender significantly affect privacy concerns, while consumer attitudes towards relationship marketing and income were not shown to have significant impact. When designing privacy policy, marketers should take into consideration those factors to alleviate privacy concerns, which will in turn increase purchases over the Internet. Managerial implications are discussed in the paper.

Online privacy concerns have been recognised as an important driver of the growth of digital economy. Although new information and communication technologies are changing business practices significantly and offer new business opportunities, they also raise online privacy concerns. Major issue is to determine how to decrease online privacy concerns and increase consumer confidence in interacting with companies in the online environment. This research seeks to identify influential factors that affect online privacy concerns and their consequences for consumer behaviour. The data collected from student sample were analysed by using exploratory and confirmatory factor analyses, and structural equation modelling. Results indicate that third-party seal assurance, previous online experience, time spent online and gender significantly affect privacy concerns, while consumer attitudes towards relationship marketing and income were not shown to have significant impact. When designing privacy policy, marketers should take into consideration those factors to alleviate privacy concerns, which will in turn increase purchases over the Internet. Managerial implications are discussed in the paper. ; Online privatnost je prepoznata kao važan čimbenik rasta digitalne ekonomije. Iako nova informatička i komunikacijska tehnologija znatno mijenja poslovnu praksu i nudi nove poslovne mogućnosti, ona također utječe na zabrinutost potrošača za njihovu online privatnost. Glavno pitanje je kako smanjiti zabrinutost za online privatnost i povećati povjerenje potrošača u interakciji s poduzećima u online okruženju. Ovo istraživanje je usmjereno prema identificiranju ključnih čimbenika koji utječu na zabrinutost potrošača za online privatnost i na utjecaj te zabrinutosti na ponašanje potrošača. Podaci prikupljeni anketiranjem studenata analizirani su primjenom eksplorativne i konfirmativne faktorske analize, i modeliranjem strukturnih jednadžbi. Rezultati pokazuju da oznake osiguranja od rizika, prethodno iskustvo na Internetu, vrijeme koje se provede na Internetu i spol statistički značajno utječu na zabrinutost za privatnost, dok se stavovi potrošača prema marketingu odnosa s potrošačima i dohodak nisu pokazali statistički značajnima. Prilikom kreiranja politike zaštite privatnosti, poduzeća bi trebala uzeti u obzir ove čimbenike kako bi se smanjila zabrinutost potrošača za privatnost i povećale kupnje preko Interneta. U radu se diskutiraju implikacije ovog istraživanja za menadžment.