62 KB908 KB57 KB0 KB195720252012Blatnik, AndrejRojec, HelenaZabukovec, Vlastaštevilka:1/2letnik:56str. 149-175ISSN:0023-2424COBISSID:263276800URN:URN:NBN:SI:doc-NMAT0HCVslZveza bibliotekarskih društev SlovenijeKnjižnicaknjigeknjigotrštvoknjižni trginakupipotrošnikiprikrito oglaševanjeuporabnikiVpliv prikritega oglaševanja na nakupno vedenje potrošnikov knjig| The impact of hidden advertising on consumers purchase behaviour of books|Covert advertising is a form of illegal marketing when a text is published as editorial content although it is ordered and paid for by the advertiser. Covert advertising has an increasing influence on book consumption and on book consumers whose choices are often made unconsciously. They are frequently affected by various psychological factors such as motives, perceptions, attitudes and personality. The aim of the survey was to find out purchasing habits of book consumers, reasons for buying books and the amount of money they are willing to spend ob books. We were interested whether consumers know that covert advertising is illegal and that it influences their behaviour. A web questionnaire accessible for three months was completed by 470 respondents. The results show that most respondents like to purchase books. Most often they buy books that are classified as the light reading (novels, thrillers, etc.). When buying books they usually pay attention to the book genre, its title and author. The survey results also point to the poor understanding of the term "covert advertising". Thus, they could be an incentive to raise consumers awareness of this form of advertising. More stringent control of media editors and tougher penalties for offenders are suggested as well as a public list of all those who in any way contribute to misleading the publicPrikrito oglaševanje je naročena in plačana objava, sporočilo označeno kot novinarski prispevek v določenem mediju, čeprav to ni. To nezakonito tržno komuniciranje se vse pogosteje pojavlja tudi pri potrošnikih knjig, in sicer tako, da deluje na njihovi nezavedni ravni. Na potrošnike namreč vplivajo različni psihološki dejavniki, kot so motivi, zaznavanje, stališča in osebnost. Namen raziskave je bil ugotoviti, kakšne so nakupne navade potrošnikov knjig, s kakšnim namenom kupujejo knjige in koliko denarja so pripravljeni odšteti za nakup knjig. Zanimalo nas je, ali potrošniki vedo, da je prikrito oglaševanje nezakonito in da vpliva na njihovo odločanje pri nakupovanju knjig. Na spletni anketni vprašalnik, ki je bil tri mesece dostopen na različnih knjižnih forumih, je odgovorilo 470 anketirancev. Rezultati kažejo, da večina anketirancev rada nakupuje knjige. Najpogosteje kupujejo lahkotnejše knjige (romani, kriminalke, itd.), pri kupovanju knjig so najbolj pozorni na žanr knjige, naslov in avtorja. Rezultati raziskave so opozorili tudi na slabo poznavanje termina prikrito oglaševanje. Ravno ti rezultati bi lahko bili spodbuda k boljšemu ozaveščanju potrošnikov knjig o tovrstnem oglaševanju. Potrebno bi bilo strožje nadziranje odgovornih urednikov medijev, strožje kazni za kršitelje ter spodbujanje k izdelavi javnega seznama vseh tistih, ki kakorkoli prispevajo k zavajanju javnostiTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaZveza bibliotekarskih društev Slovenije