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Author
Sagan Adam (Akademia Ekonomiczna w Krakowie / Kolegium Nauk o Zarządzaniu i Jakości), Siwy Anna (Szkoła Wyższa Psychologii Społecznej w Warszawie / Kolegium Nauk o Zarządzaniu i Jakości)
Title
Role członków rodziny w procesie dokonywania zakupu - interakcyjna analiza sieciowa
The Roles of Family Members in Purchase Process - Interactive Network Analysis
Source
Prace Naukowe Akademii Ekonomicznej we Wrocławiu. Ekonometria (13), 2004, nr 1010, s. 85-99, rys., tab., bibliogr. 8 poz.
Issue title
Zastosowania metod ilościowych
Keyword
Podejmowanie decyzji, Decyzje konsumenckie, Zakup, Rodzina, Analiza sieciowa
Decision making, Consumer decision, Purchasing, Family, Network analysis
Note
summ.
Abstract
Problematyka dotycząca procesu podejmowania decyzji zakupu w gospodarstwie domowym jest jednym z ważniejszych obszarów analiz zachowań konsumentów. Znajomość odgrywanych ról społecznych oraz zachodzących interakcji między poszczególnymi członkami rodziny jest podstawą kształtowania strategii segmentacji rynku, strategii plasowania produktu i komunikacji marketingowej. W opracowaniu przedstawiona zostanie analiza interakcji między rolami członków rodziny odgrywanymi w kontekście podejmowania decyzji zakupu z wykorzystaniem analizy sieci społecznych oraz modelowania ukrytych stochastycznych struktur blokowych. (fragment tekstu)

The aim of the paper was to analyse the interactions of shopping roles attended by family members. Original questionnaire data was transformed from a binary form to an aggregated similarity matrix of performed roles. Then several measures of network properties were adopted in order to identify the level of homogenity and centralization among the roles. The scores received for Network Centralization (27.27%) and for Network Homogenity Indices (11.11%) showed that the network of buying roles is rather diffused, so different roles are attended by different family members and there is low agreement between them in judging who really attends the role. In the second part structural equivalence analysis was done. Latent stochastic blockstructure analysis revealed the best two-class model. Matrix of roles' interaction in its first latent class showed the most important connections among roles which had formed prepurchase decisions. These roles were attended predominantely by children in the age of 21-25 with secondary, technical education. In the second latent class there were interactions among roles which were attended during the time of purchase and postpurchase decisions (parents, mainly fathers, with the age of 45-55 and the secondary education). The analysis were done with the help of Ucinet 6.0 and StOCNET software. (original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
Bibliography
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  1. Boer Р., Huisman М., Snijders T.A.B., Zeggelink E.P.H., StOCNET: An Open Software System for the Advanced Statistical Analysis of Social Networks, Groningen: ProGAMMA/ICS, 2001 http://stat. gamma, rug.nl/stocnet.
  2. Borgatti S., Everett M.G., Freeman L.C., UCINET VI, Reference Manual, Columbia, SC: Analytic Technologies, 1998.
  3. Gębuś D., Kreowane w mediach modele rodziny, "Edukacja i Dialog" 2001 nr 4, http://www.vulcan.edu.pl/eid, 2002.
  4. Hanneman R., Introduction to Social Networks, University of California, ON-Line-Textbooks, http://wizard.ucr.edu, 2000.
  5. Nowicki K., Snijders, T.A.B., Estimation and Prediction for Stochastic Blockstructures, "Journal of the American Statistical Association" 2001 nr 96 s. 1077-1087.
  6. Nowicki K., Snijders T.A.B., Manual for BLOCKS, version 1.51, 2001, http://stat.gamma.rug.nl/stocnet.
  7. Tyszka Z., Rodzina we współczesnym świecie, Wydawnictwo Naukowe UAM, Poznań 2002.
  8. Wasserman S., Faust K, Social Network Analysis: Methods and Applications, Cambridge University Press, New York, Cambridge 1994/30.
Cited by
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ISSN
0324-8445
1507-3866
Language
pol
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