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master's thesis
UTJECAJ KOGNITIVNE I AFEKTIVNE KOMPONENTE NA KONATIVNU KOMPONENTU STAVA- PRIMJER ASOS
Diplomski rad
2021. urn:nbn:hr:124:868740
Begonja, Anamarija
University of Split
Faculty of economics Split

Cite this document

Begonja, A. (2021). UTJECAJ KOGNITIVNE I AFEKTIVNE KOMPONENTE NA KONATIVNU KOMPONENTU STAVA- PRIMJER ASOS : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:868740

Begonja, Anamarija. "UTJECAJ KOGNITIVNE I AFEKTIVNE KOMPONENTE NA KONATIVNU KOMPONENTU STAVA- PRIMJER ASOS : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:868740

Begonja, Anamarija. "UTJECAJ KOGNITIVNE I AFEKTIVNE KOMPONENTE NA KONATIVNU KOMPONENTU STAVA- PRIMJER ASOS : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:868740

Begonja, A. (2021). 'UTJECAJ KOGNITIVNE I AFEKTIVNE KOMPONENTE NA KONATIVNU KOMPONENTU STAVA- PRIMJER ASOS : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 08 November 2024, https://urn.nsk.hr/urn:nbn:hr:124:868740

Begonja A. UTJECAJ KOGNITIVNE I AFEKTIVNE KOMPONENTE NA KONATIVNU KOMPONENTU STAVA- PRIMJER ASOS : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2024 November 08] Available at: https://urn.nsk.hr/urn:nbn:hr:124:868740

A. Begonja, "UTJECAJ KOGNITIVNE I AFEKTIVNE KOMPONENTE NA KONATIVNU KOMPONENTU STAVA- PRIMJER ASOS : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:868740

Metadata
TitleUTJECAJ KOGNITIVNE I AFEKTIVNE KOMPONENTE NA KONATIVNU KOMPONENTU STAVA- PRIMJER ASOS : Diplomski rad
AuthorAnamarija Begonja
MentorMirela Mihić (mentor)
MBZ: 220980
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Osnovna svrha diplomskog rada je uvidjeti na koji način stavovi utječu na ponašanje potrošača. Danas su stavovi jedan od ključnih predmeta interesa svih marketera koje razvijaju mnoge marketinške strategije s ciljem da se utječe na stavove potrošača i nastoje potaknuti promjenu njihova stava. U radu su se istraživali stavovi potrošača na primjeru marke Asos, odnosno istražilo se koja komponenta stava, afektivna ili kognitivna ima veći utjecaj na potrošačevo ponašanje, odnosno konativnu komponentu stava. U radu su iznesene teorijske sastavnice vezane za prijašnje spoznaje o stavovima, komponentama stava, te čimbenicima koji utječu na ponašanje potrošača. Pomoću anketnog upitnika ispitane su četiri hipoteze kojima je bio cilj ispitati afektivnu i kognitivnu komponentu stava i njihov utjecaj na ponašanje potrošača, odnosno konativnu komponentu te dokazati kako potrošači više u obzir uzimaju afektivna u odnosu na kognitivna uvjerenja, što ipak nije potvrđeno kao točno. Ovaj rad može biti od velike koristi daljnjim istraživanjima u području istraživanja stavova potrošača.
Abstract (english)
The main purpose of the thesis is to see how attitudes affect consumer behavior. Today, attitudes are one of the key subjects of interest of all marketers who develop many marketing strategies with the aim of influencing consumer attitudes and seeking to encourage a change in their attitudes. The paper investigated consumer attitudes on the example of the Asos brand, ie it was investigated which component of attitude, affective or cognitive, has a greater influence on consumer behavior, ie conative component of attitude. The paper presents theoretical components related to previous knowledge about attitudes, components of attitude, and factors that influence consumer behavior. The questionnaire was used to examine four hypotheses aimed at examining the affective and cognitive components of attitude and their impact on consumer behavior, ie the conative component, and to prove that consumers take affective rather than cognitive beliefs into account, which was not confirmed as true. This paper can be of great benefit to further research in the field of consumer attitudes research.
Keywords
Languagecroatian
URN:NBNurn:nbn:hr:124:868740
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-10-11 11:41:47