application/pdf 314025 bytes The role of national culture and lifestyle in shaping consumer behavior 2024 http://creativecommons.org/licenses/by-nc-sa/4.0/legalcode https://phaidrabg.bg.ac.rs/o:35562 doi:10.5937/mkng2404245M ISSN: 0354-3471 Keywords: national culture dimensions, lifestyle, consumer behavior, purchase decision-making process Ključne reči: dimenzije nacionalne kulture; stil života; ponašanje potrošača; proces odlučivanja o kupovini eng Marinković, Veljko Lazarević, Jovana Šapić, Srđan Abstract: Contemporary marketing-oriented enterprises analyze the behavior of their target consumers by tracking the combined influence of various external and internal factors. The fundamental external determinant shaping consumer behavior is culture, while lifestyle stands out as one of the most significant internal determinants of consumption. Accordingly, the goal of the paper is to generate knowledge about national culture dimensions and consumer lifestyle influence on consumer behavior during the purchase decision-making process. For this purpose, 372 consumers were surveyed. The reliability analysis, confirmatory factor analysis, and Harman’s one-factor test were conducted to assess model fit. The structural equation modeling was applied for hypothesis testing. The results of the conducted structural equation modeling confirm the national culture dimensions and lifestyle to be significant determinants of consumer behavior as they go through the purchase decision-making process. The paper‘s originality and contribution are related to the forming and empirical testing of an innovative, integrated research framework in the consumer behavior domain, as well as generating useful empirical knowledge that can serve managers and governments for formulating and implementing future business strategies. Sažetak Savremena marketinški orijentisana preduzeća analiziraju ponašanje svojih ciljnih potrošača prateći kombinovani uticaj različitih eksternih i internih faktora. Osnovna eksterna determinanta koja oblikuje ponašanje potrošača je kultura, dok se stil života ističe kao jedna od najznačajnijih internih determinanti potrošnje. Shodno tome, cilj rada je generisanje znanja o uticaju dimenzija nacionalne kulture i stila života potrošača na ponašanje potrošača tokom procesa donošenja odluke o kupovini. U tu svrhu anketirano je 372 potrošača. Analiza pouzdanosti, konfirmativna faktorska analiza i Harmanov test jednog faktora su sprovedeni za procenu skladnosti modela. Za testiranje hipoteza primenjen je model strukturalnih jednačina. Rezultati sprovedenog modela strukturalnih jednačina potvrđuju da su dimenzije nacionalne kulture i stil života značajne determinante ponašanja potrošača u procesu donošenja odluke o kupovini. Originalnost i doprinos rada odnose se na formiranje i empirijsko testiranje inovativnog, integrisanog istraživačkog okvira u domenu ponašanja potrošača, kao i na generisanje korisnih empirijskih znanja koja mogu poslužiti menadžerima i vladama za formulisanje i implementaciju budućih poslovnih strategija. SEMA Marketing volume: 55 number: 4 startpage: 245 endpage: 257 info:eu-repo/semantics/article