Samopoštovanje kao mogući medijator u odnosu emoconalne stabilnosti i impulzivnog kupovanja

master's thesis

• Title (english): Self-esteem as a potential madiator between emotional stability and impulsive buying
• Author: Lara Lulić
• Mentor: Goran Milas (mentor)
• Committee member: Zrinka Greblo Jurakić (predsjednik povjerenstva)
• Committee member: Lea Andreis (član povjerenstva)
• Committee member: Goran Milas (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Psychology); Zagreb
• Defense date and country: 2021-09-02, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Psychology

Abstract

Samopoštovanje kao mogući medijator u odnosu emocionalne stabilnosti i impulzivnog
kupovanja
Cilj istraživanja bio je ispitati može li se na temelju emocionalne stabilnosti i samopoštovanja
predvidjeti sklonost impulzivnom kupovanju, kao i specifična kognitivna i afektivna
komponenta sklonosti impulzivnom kupovanju te provjeriti je li samopoštovanje medijator u
odnosu emocionalne stabilnosti i sklonosti impulzivnom kupovanju. Istraživanje je provedeno
online upitnikom na prigodnom uzorku građana Republike Hrvatske. U istraživanju je
sudjelovalo 285 sudionika, od čega je 80,4% žena. Prosječna dob sudionika bila je M = 29,09
godina. U istraživanju je korištena Rosenbergova skala samopoštovanja (eng. Rosenberg SelfEsteem Scale), Skala emocionalne stabilnosti iz upitnika ličnosti IPIP50 te Skala impulzivnog
kupovanja. Rezultati djelomično potvrđuju hipotezu prema kojoj emocionalna stabilnost
značajno predviđa sklonost impulzivnom kupovanju, kao i afektivnu komponentu sklonosti
impulzivnom kupovanju u negativnom smjeru, dok nije utvrđena značajna bivarijatna
korelacija emocionalne stabilnosti s kriterijem kognitivne komponente sklonosti impulzivnom
kupovanju. Također, rezultati istraživanja pokazuju kako je samopoštovanje značajan prediktor
jedino afektivne komponente sklonosti impulzivnom kupovanju. Na temelju regresijske analize
zaključuje se da samopoštovanje objašnjava tek 1,7% varijance kriterija afektivne komponente
što ukazuje na postojanje drugih varijabli koje značajnije objašnjavaju afektivnu komponentu
sklonosti impulzivnom kupovanju. Konačno, rezultati pokazuju kako samopoštovanje nije
značajan medijator odnosa emocionalne stabilnosti i afektivne komponente sklonosti
impulzivnom kupovanju. Ovakvi nalazi upućuju na to kako na ovaj odnos utječu i druge
varijable koje bi u budućnosti trebalo istražiti kako bi se podrobnije razumjeli procesi koji su u
osnovi odnosa samopoštovanja, emocionalne stabilnosti i impulzivnog kupovanja.

Abstract (english)

Self-esteem as a potential mediator in a relationship between emotional stability and impulsive
buying
The aim of the study was to research whether impulsive buying tendency, as well as the specific
cognitive and affective component of impulsive buying, can be predicted based on the
emotional stability and self-esteem. We also researched the potential mediating effect of the
self-esteem in the relationship of emotional stability and impulsive buying tendency. We used
an online questionnaire on a sample of citizens of the Republic of Croatia that involved The
Rosenberg Self-Esteem Scale, the Emotional Stability Scale from the IPIP 50 questionnaire and
the Impulsive Purchase Scale. The study involved 285 participants of which 80,4% were
women. The mean age of the participants was M = 29,09. The results partially confirm the
hypothesis that the emotional stability significantly predicts impulsive buying tendency, as well
as the affective component of the impulsive buying in a negative direction, while it did not
show a significant bivariant correlation with the cognitive component of the impulsive buying
as criteria. Also, the study results show that self-esteem is a significant predictor only of the
affective component of impulsive buying. Based on the regression analysis, it is shown that
self-esteem explains only 1,7% of the affective component of impulsive buying variance which
indicates the existence of the other variables that more significantly explain the affective
component of impulsive buying. Finally, the results show that self-esteem is not a significant
mediator of the relationship between emotional stability and the affective component of
impulsive buying. Such findings suggest that this relationship is also affected by other variables
that should be explored in the future to understand in more detail processes underlying the
relationship between self-esteem, emotional stability and impulsive buying.

• Keywords: samopoštovanje; emocionalna stabilnost; impulzivno kupovanje
• Keywords (english): self-esteem; emotional stability; impulsive buying
• Language: croatian
• URN:NBN: urn:nbn:hr:111:355269
• Study programme: Title: Department of Psychology; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra psihologije (magistar/magistra psihologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-11-08 12:29:47