Izvorni znanstveni članak
https://doi.org/10.18045/zbefri.2023.1.65
Factors influencing the purchase of fashion products before and during the COVID-19 pandemic: the example of Serbia
Karolina Perčić
orcid.org/0000-0003-4571-1765
Milica Slijepčević
orcid.org/0000-0002-0431-2998
Pedja Ašanin Gole
orcid.org/0000-0003-2617-8598
Sažetak
The aim of this paper is to analyze the factors that most influenced consumers in purchasing fashion products and the factors the most important to consumers during the COVID-19 pandemic, as well as whether there are any differences between the period prior to the pandemic and the period after it. The available research on the correlation between the pandemic and consumer buying habits and the factors influencing the purchase of products mainly dealt with consumer goods stimulated by the initial stockpiling of hygiene materials and food, books, recreational equipment, etc. On a purposive sample of 1,002 adult respondents in the territory of Serbia, the quantitative empirical research applying an online survey was conducted within the March-June 2021 period. The SPSS was used for data processing and analysis and for the interpretation of research results. In addition to descriptive statistics (frequency distribution, mean, standard deviation), comparative statistics (χ2-test, ANOVA, t-test) was used as well. The change in the attitude to consumption has led to the introduction of a new value system for consumers when purchasing fashion products. Understanding these factors will help the fashion industry find new approaches to satisfy the changed buying habits of consumers.
Ključne riječi
fashion industry; fashion products; consumer behavior; purchase factors; COVID-19 pandemic
Hrčak ID:
305132
URI
Datum izdavanja:
30.6.2023.
Posjeta: 397 *