Entrepreneurial Intentions in Selected Southeast European Countries

Poduzetništvo ima sve značajniju ulogu za ekonomski rast i razvoj u visokorazvijenim i slabije razvijenim zemljama. Kako bismo istražili poduzetničke namjere i njihove determinante u posttranzicijskim zemljama, u ovom je radu provedeno anketno ispitivanje 1.200 studenata ekonomije i poslovne ekonomije u četiri zemlje jugoistočne Europe: Bosni i Hercegovini, Hrvatskoj, Makedoniji i Srbiji. Korišten je visokostrukturirani upitnik koji je uključivao pitanja o stupnju kontrole, sklonosti preuzimanju rizika, percipiranim preprekama i poticajima, osobnim stavovima prema poduzetništvu, percipiranom ponašanju, subjektivnim normama i poduzetničkim namjerama. Prikupljeni podaci analizirani su metodom višestruke regresije kako bi se istražio učinak različitih determinanti na poduzetničke namjere u kontekstu zemalja jugoistočne Europe. Rezultati pokazuju da osobna sklonost poduzetništvu, percipirano ponašanje i subjektivne norme pozitivno i značajno utječu na poduzetničke namjere. Ispitanici iz Bosne i Hercegovine pokazuju veću razinu poduzetničkih namjera u usporedbi s ispitanicima iz drugih promatranih zemalja. Ovo istraživanje doprinosi boljem razumijevanju poduzetničkih namjera i njihovih determinanti u specifičnom posttranzicijskom okruženju zemalja jugoistočne Europe. U radu se raspravlja i o mogućim teorijskim implikacijama i preporukama za nositelje politike.Entrepreneurship has an increasingly important role in economic growth and development in both developed and underdeveloped countries. In order to explore entrepreneurial intentions and their antecedents in the post-transition context, we have conducted a survey among 1,200 students of economics and business in four Southeast European countries: Bosnia and Herzegovina, Croatia, Macedonia and Serbia. The following scales were included in the highly structured questionnaire: locus of control, risk taking propensity, perceived barriers, perceived support factors, personal attitude towards entrepreneurship, perceived behavioral control, subjective norm and entrepreneurial intention. Collected data were analyzed with multiple regression technique in order to explore the effects of various antecedents on entrepreneurial intention in the context of Southeast European countries. The results indicate that personal attitude towards entrepreneurship, perceived behavioral control and subjective norm positively and significantly affect entrepreneurial intent. Respondents from Bosnia and Herzegovina exhibit higher levels of entrepreneurial intent compared to other observed countries. The findings of our research provide better understanding of entrepreneurial intentions and their antecedents in the specific post-transition context of Southeast European countries. Theoretical and policy implications of the research findings are discussed in the paper

Is Creative Economy in Croatia a Myth or Reality? Some Evidence on the Impact of Creativity on Regional Economic Growth

The objective of this paper is to explore the intraregional and interregional relationships between employment of creative individuals in creative industries and the economic growth of Croatian regions. Spatial panel analysis is applied to assess the interregional effects of regional growth as well as interregional and intraregional effects of cultural and creative industries on economic growth in 2006–2012. While there is empirical evidence of positive interregional economic growth effects, the contribution of the creative potential to the growth of Croatian regions is found to be negative. These findings can be explained by overall modest representation of creative industries, particularly in faster growing regions, and the growth impediments imposed on creative industries by Croatian producers that mostly compete in standardized price competitive segments of the market

Inovacijski sustavi u hrvatskim regijama

The goal of this paper was to research and apply the concept of Regional Innovation Systems (RIS) to Croatian regions and to identify particular strengths supporting innovation diffusion as a source of regional competitiveness. A system of indicators is envisaged, with the choice of RIS dimensions and indicators largely relying on Evangelista, Iammarino, Mastrostefano, and Silvani (2001). In total, 32 relevant regional indicators are grouped into three dimensions – Knowledge creation and dissemination, Firm innovation activity and Systems' performance. Regional heterogeneity is noted with respect to innovation capacities in the 2006–2010 period: North-West Croatia is leading in the diffusion of innovation, with overall RIS configuration most conducive to innovation activity; Central and East Croatia (CEC) has a distinct value chain in agriculture and low-technology industries and industries' needs for technological upgrading are resolved through external R&D (acquisition of licenses, patents and know-how), backed up by strong public financing; Adriatic Croatia is underperforming in innovation activity, given the advantages it has over CEC in important elements of systemic dimensions such as entrepreneurial and technological infrastructure and in scientific capacities. Policy implications are drawn from highlighted regional differences in innovation capacities and in sectoral structures.Cilj je ovoga rada istražiti koncepciju regionalnih inovacijskih sustava (RIS) i primijeniti je na hrvatske regije, pa potom prepoznati regionalne prednosti koje podržavaju difuziju inovacija kao izvor regionalne konkurentnosti. S tom svrhom osmišljen je sustav pokazatelja, s time da se u izboru dimenzija i pokazatelja toga sustava uvelike slijedio rad autora Evangelista, Iammarino, Mastrostefano i Silvani (2001). Ukupno 32 regionalna indikatora svrstana su u tri dimenzije RIS-a, a to su: stvaranje i diseminacija znanja; inovacijska aktivnost poduzeća i učinkovitost sustava. Među regijama je zamijećena heterogenost u pogledu inovacijskih kapaciteta između 2006. i 2010. godine. Sjeverozapadna Hrvatska vodeća je u difuziji inovacija s RIS-om koji ima najbolje preduvjete za razvoj inovacijskih aktivnosti. Središnja i istočna Hrvatska (SIH) ima specifičan lanac vrijednosti u poljoprivredi i niskotehnološkim industrijama te industrije u ovoj regiji svoje potrebe za tehnološkim unapređenjem rješavaju ulaganjem u I&R izvan poduzeća (stjecanjem licencija, patenata i know-howa), uz snažnu podršku javnih izvora financiranja. Jadranska Hrvatska ostvaruje slabije rezultate u inovacijskim aktivnostima kada se razmotre prednosti koje ova regija ima u usporedbi sa SIH u važnim elementima sistemskih dimenzija kao što su poduzetnička i tehnološka infrastruktura te znanstveni kapaciteti. Na osnovi opaženih regionalnih razlika u inovacijskim kapacitetima dane su preporuke za relevantne politike, poštujući pritom i sektorske razlike među regijama

Primjena Hofstedeova upitnika kulture u Hrvatskoj: ispitivanje regionalnih razlika

The purpose of this paper is to apply Hofstede's value survey in Croatia and examine regional differences in the cultural dimensions of power distance, individualism, masculinity, uncertainty avoidance and long-term orientation. Based on the large national survey data (N = 1,500), the scores for five dimensions were analysed at the national and sub- -national regional levels. This study contributes to Hofstede's theory of culture by using the general population sample and examining regional differences. The results show that Croatia scores lower on power distance, is a moderately high individualistic country, has a tendency towards "feminine" culture and has a lower level of long-term orientation, which are all characteristics of developed countries. However, the value of uncertainty avoidance is high, which is a characteristic of post-transition economies. The analysis at regional level in Croatia reveals that Croatia is homogeneous with respect to Hofstede's dimensions of national culture. The cluster analysis was performed using dimensions of national culture for Croatia. Among the identified clusters differences exist in gender and age, while there are no significant differences related to the level of education. Implications for managers and policy makers are discussed in the paper.Svrha ovog istraživanja jest primijeniti Hofstedeov upitnik nacionalne kulture u Hrvatskoj i istražiti regionalne razlike u stavovima hrvatskih građana o dimenzijama nacionalne kulture: distanca moći, individualizam, maskulinitet, izbjegavanje nesigurnosti i dugoročna orijentacija. Na temelju ankete velikog uzorka građana u Hrvatskoj (N = 1500) analiziraju se vrijednosti za pet dimenzija na nacionalnoj razini i na razini regija. Ovo istraživanje pridonosi Hofstedeovoj teoriji kulture istraživanjem na cijeloj populaciji i time što se analiziraju regionalne razlike. Rezultati pokazuju da hrvatsku nacionalnu kulturu obilježava niža razina distance moći, umjereno viša razina individualizma, niska razina maskuliniteta i niža razina dugoročne orijentacije, što su sve karakteristike razvijenih zemalja. Čini se da je ubrzani proces globalizacije pridonio konvergenciji stavova građana i njihovu približavanju stavovima građana u razvijenim zemljama. Međutim, indeks izbjegavanja nesigurnosti visok je, što je karakteristika posttranzicijskih zemalja. Analiza na regionalnoj razini pokazuje da je Hrvatska homogena što se tiče stavova građana o dimenzijama kulture. Koristeći se dimenzijama nacionalne kulture u Hrvatskoj, provedena je klasterska analiza koja je pokazala razlike između klastera prema dobi i spolu te da nema značajnih razlika s obzirom na obrazovanje ispitanika. U radu se obrazlažu implikacije ovog istraživanja za menadžere i nositelje javne politike

General versus Vocational Education: Lessons from a Quasi-Experiment in Croatia

U radu se analizira učinak obrazovne reforme implementirane u Hrvatskoj 1975./76. i 1977./78. godine na obrazovne ishode i ishode tržišta rada. Reforma je srednjoškolsko obrazovanje podijelila u dvije faze, što je rezultiralo kasnijim odvajanjem u strukovna odjeljenja te proširenjem općeg kurikuluma za učenike koji pohađaju strukovno obrazovanje. Koristeći pravila o dobi kretanja u osnovnu školu, vrijeme implementacije reforme te Anketu o radnoj snazi 2000.–2012., pomoću regresije diskontinuiteta ispitujemo efekte reforme na obrazovne ishode i ishode na tržištu rada. Rezultati ukazuju kako je reforma, u prosjeku, smanjila vjerojatnost da osoba ima završeno visoko obrazovanje, što objašnjavamo dodavanjem para-profesionalnog konteksta na nekoć opće srednjoškolske programe (gimnazije). Također, primjećujemo heterogenost učinaka prema spolu. Dok je vjerojatnost završavanja srednje škole za muškarce smanjena, što objašnjavamo visokom stopom nezavršavanja prve faze, za žene ne pronalazimo nikakve negativne učinke, samo povećanje vjerojatnosti nastavka obrazovanja nakon srednje škole. Ovu heterogenost s obzirom na spol objašnjavamo drugačijom selekcijom u obrazovanje za dječake i djevojčice. Reforma nije pozitivno utjecala na perspektivu pojedinca na tržištu rada pa zaključujemo da su razlike u ishodima na tržištu rada uvjetovane neopazivim karakteristikama koje utječu na odabir vrste obrazovanja.This paper identifies the causal effect of an educational reform implemented in Croatia in 1975/76 and 1977/78 on educational and labor market outcomes. High-school education was split into two phases which resulted in reduced tracking and extended general curriculum for pupils attending vocational training. Exploiting the rules on elementary school entry and timing of the reform, we use a regression discontinuity design and pooled Labor Force Surveys 2000–2012 to analyze the effect of the reform on educational attainment and labor market outcomes. We find that the reform, on average, reduced the probability of having university education, which we contribute to attaching professional context to once purely academic and general high-school programs. We also observe heterogeneity of the effects across gender, as for males we find that the probability of finishing high school decreased, while for the females we do not observe any adverse effects, only an increase in the probability of having some university education. We explain this heterogeneity with different selection into schooling for males and females. Reform did not positively affect individuals’ labor market perspectives; therefore, we conclude that the observed general-vocational wage differential is mainly driven by self-selection into the type of high school

Differences in consumer decision-making styles among selected south-east European countries

Fast changes in retailing and complex consumer decision-making processes have increased the need for additional investigation of differences and similarities in consumer decision-making styles (CDMS) in various countries. This paper tests the reliability and validity of Sproles and Kendall’s Consumer Style Inventory (CSI) instrument, identifies and compares CDMS in Croatia, Bosnia and Herzegovina and Macedonia (FYR). Data obtained from surveys conducted among university students in observed countries (n = 1.206) were analysed by using exploratory and confirmatory factor analyses and the analysis of variance (ANOVA). The results provided support for six factors, which means that the original US eight-model cannot be fully applied in this region. Croatian consumers are the least brand-conscious and novelty-fashion conscious. Macedonian consumers are the most quality-conscious, brand-conscious, novelty-fashion conscious, recreational shopping conscious and brand-loyal, while Bosnian consumers are the most confused by overchoice. The traits of price consciousness and impulsiveness were not tested because of lack of reliability among items. The paper provides guidelines for marketers on how to position and more effectively advertise their products and services in analysed countries

Unemployment and Long-Term Unemployment of Immigrants in Croatia

U Hrvatskoj u okviru migracijskih tema dominira pitanje emigracije, posebno mladih i obrazovanih, podjednako u literaturi i raspravama u široj javnosti. No aktivna migracijska politika nužno mora razmotriti i drugu stranu migracijskih kretanja. U kontekstu dugoročnih kretanja na hrvatskom tržištu rada, a uzimajući u obzir rašireni proces demografskog starenja, pitanje aktivne imigracijske politike sve će više dolaziti do izražaja. Osnovni je cilj istraživanja analizirati položaj imigranata na hrvatskom tržištu rada. Temeljem podataka Ankete o radnoj snazi Državnog zavoda za statistiku analiziraju se razlike između karakteristika zaposlenih i nezaposlenih osoba koje su se doselile u Hrvatsku, s ciljem identificiranja prediktorâ statusa nezaposlenosti. Dodatni segment koji se istražuje jest postoje li razlike između kratkotrajno i dugotrajno nezaposlenih doseljenih osoba u Hrvatskoj te koji su prediktori statusa dugotrajne nezaposlenosti. Empirijska analiza provedena je za dvije odvojene godine da bi se razmotrilo u kojoj je mjeri dugotrajna recesija dodatno utjecala na položaj doseljenika na hrvatskom tržištu rada. Prva godina (pretkrizna) jest 2007., a druga (krizna) 2012.Migration issues in Croatia have been mostly discussed in relation to the recent increase in emigration, in particular related to the emigration of young and highly educated persons. However, active migration policy should consider immigration dynamics as well. In the framework of long-term prospects of the Croatian labour market, and taking into consideration the advanced effects of the demographic aging process, the issue of active immigration policy is expected to become more important in the future. The main goal of the paper is to analyse the existing position of immigrants on the Croatian labour market. Important characteristics of the Croatian labour market in recent years have been a high unemployment rate and high share of long-term unemployment. The effects of these adverse conditions are manifold, not only at the level of the economy (in terms of under-utilisation of available resources), but also at the level of affected individuals. Regarding individuals, the consequences of long-term unemployment frequently incorporate increased distance from the labour market due to the (perceived) loss of skills. The aim of the paper is to investigate individual characteristics that predict either unemployment or long-term unemployment of the immigrant population in Croatia. The empirical analysis is based on the Labour Force Survey conducted by the Croatian Central Bureau of Statistics. Due to the data source used, the immigrant population is not defined on the basis of their nationality or citizenship. It entails all persons who were born outside Croatia and currently have permanent residence in the country. The second condition is directly related to the nature of the sample used for the Survey, where the sample frame relies on permanent residency. This implies that any short-term circular migrations (due to, for example, increased labour market during the tourist season) are probably not covered by the data. To the extent that this is important for the labour market outcomes of immigrants in Croatia, the scope of the results is limited. In order to assess the effects of the crises on the labour market outcomes of immigrants in Croatia, the empirical analyses have been separately performed for two distinct years: the first one (a pre-crisis year) being 2007 and the second one (a crisis year) is 2012. The second analysed year refers to the period of deep economic crisis in Croatia, which had profound effects on the labour market. Thus, there is special interest whether the predictors of unemployment status have changed as a consequence. The choice of the unemployment status predictors is based on the standard set of individual characteristics, limited by their availability in the Labour Force Survey. Descriptive analysis has revealed that there are important differences in the sample structure between the two analysed years. The average age of immigrants is higher in the year 2012, and they are more concentrated in urban areas. In both years, employed and unemployed immigrants are most likely to have upper secondary education. The structure of their occupations has significantly changed. While in 2007 the higher percentages of immigrants were employed craft and related trade workers, in 2012 their employment was higher in service and sales workers and professionals. The increased share of the unemployed with elementary occupation, as well as craft and related trade workers, and plant and machine operators occurred during the same period. Due to the binary nature of dependent variables, empirical analysis rests on the probit methodology. The additional benefits of binary predictors have been utilized by exploring the size of the estimated marginal effects. The analysis for the 2007 (pre-crisis) year has identified the following significant predictors of the unemployment status for immigrants in Croatia, listed in the decreasing marginal effects order: positive predictors: service and sales occupation and persons older than 55 (in comparison to 35‒44) negative predictors: skilled agricultural, forestry and fishery workers and male persons. The analysis for the 2012 (crisis) year has identified the following significant predictors of unemployment status for immigrants in Croatia, listed in the decreasing marginal effects order: positive predictors: elementary occupations, plant and machine operators, persons aged 15‒24 (in comparison to the reference age cohort 35‒44), craft and related trade workers, service and sales workers, persons older than 55 (in comparison to the reference age cohort); negative predictors: skilled agricultural, forestry and fishery workers and persons living in urban areas. The analysis has revealed that traditional predictors of labour market outcome status have also been significant for the immigrant population in Croatia. It also reveals that they change over time. The occupation of the immigrant is more important in the crisis, which is probably related to the adverse demand effects of specific economic activities. Additionally, age has gained increased importance in the crisis, which is similar to the experiences of the domicile population. The second segment of the analysis was focused on long-term unemployment. Unemployment is considered to be short-term if the person is in that status for less than a year (in accordance with the long-term unemployment definition used by the Eurostat) and very long-term if the person is in that status for more than two years. Descriptive statistics reveals that there is a higher share of persons with lower secondary education in the long-term unemployment sample, while the highest share, regardless of the duration of the unemployment, is reserved for upper secondary education. The data also reveal that the share of unemployed immigrants registered as unemployed at the public employment service increased in the crisis year, regardless of the duration of the unemployment. It is also interesting to note that the share of immigrants without prior working experience decreased in the crisis year, also regardless of the duration of their unemployment. Both factors indicate more active search in the crisis period and suggest demand constraints on the labour market, which has affected both the domicile and immigrant population. In order to determine significant predictors of very long-term in comparison to short-term unemployment, the same empirical strategy has been applied. The analysis for the 2007 (pre-crisis) year has identified the following significant predictors of long-term unemployment status for immigrants in Croatia, listed in the decreasing marginal effects order: positive predictors: lower secondary education (in comparison to upper-secondary education), persons older than 55 and persons in the 45‒54 age cohort (in comparison to the reference 35‒44 age cohort). The analysis for the 2012 (crisis) year has identified the following significant predictors of long-term unemployment status for immigrants in Croatia, listed in the decreasing marginal effects order: positive predictors: persons without prior working experience and persons older than 55 (in comparison to the reference age cohort); negative predictors: age cohorts 15‒24 and 25‒34 (in comparison to the reference age cohort), being married or cohabitating, male persons. Comparing the results for 2007 and 2012 it seems obvious that the most important difference is related to first-time job seekers. The crisis has created a population without previous working experience that has become long-term unemployed. Since the long-term unemployed are, in general, considered by employers as persons with lower employability, this is a serious issue that deserves policy actions. When considering future policy actions related to immigration, results for the most recent year are more important. The analysis in the paper has shown that certain occupations (elementary occupations, services and sales workers, crafts and related workers, and plant and machine operators) are connected with increased probability of being unemployed for the immigrant population. This clearly shows that it is important to identify the activities of future increased labour demand and supplement this information with skills and competencies in order to support active immigration policy. Furthermore, the higher probability of unemployment for the young and the old suggests that it is important to design specific measures to target the more active inclusion of this population in the labour market activities. Relying on prime-age population will not yield sufficient efforts to revive the labour market. The results in the paper show that there are important differences in the predictors of labour market status of immigrants that have evolved in the course of the profound effects the latest economic crisis has had in Croatia. The identified predictors of unemployment or long-term unemployment for immigrants seem to be mostly similar to those of the domicile population. These results imply that the crisis has affected both population subgroups similarly, and that no additional segmentation of the labour market has occurred in that respect. However, the analysis has also pointed to the specific subgroups of both immigrant and native population (like the old, the young, persons without prior working experience), that seem to be adversely affected by the crisis. The results presented strongly suggest that active immigration policy should also incorporate labour market policy measures and that these should be developed in parallel

Constructing a composite coincident indicator for a post-transition country

The aim of this article is to construct a monthly coincident indicator of real economic activity in Croatia. For that purpose, we use a database containing altogether 278 time series, ranging from January 1998 to December 2010. In step one we use correlation analysis, logit and Markov switching (MS) model in order to select time series that closely follow the overall business cycle and its turning points. The following four series have been detected as having the best coincident properties: industrial production, volume of retail sales, VAT revenues and total credit to households. In step two we apply dynamic factor model methodology to the aforementioned coincident series in order to estimate their common component, which is then used to construct a monthly coincident indicator of real economic activity

Determinants of Compulsive Buying: The Case of a Shopping Center in Croatia

Kompulzivna je kupnja oblik ovisnosti i predstavlja kupnju koja premašuje potrebe i raspoloživa sredstva pojedinca. Za razliku od impulzivne kupnje koju potiču maloprodavači jer pridonosi rastu prodaje, kompulzivna kupnja etičko je pitanje, jer može imati negativne posljedice za kupce, njihove obitelji i kreditore. Ovaj rad istražuje utjecaj demografskih čimbenika, čimbenika sklonosti hedonizmu i utilitarističkoj kupnji te utjecaj čimbenika maloprodajnog miksa na sklonost kompulzivnoj kupnji. Analiziran je slučaj trgovačkog centra u Hrvatskoj. Podaci su analizirani primjenom faktorske analize i modelom višestruke regresije. Rezultati pokazuju da je intenzitet kompulzivne kupnje u analiziranom slučaju identičan u odnosu na razvijene zemlje. Kompulzivnu kupnju najviše potiču sklonost ka hedonizmu i čimbenici u maloprodajnom miksu kao što su zanimljivost centra te mogućnost informiranja i učenja. Mlađi potrošači i potrošači s višim dohotkom skloniji su kompulzivnoj kupnji od starijih potrošača i potrošača s nižim dohotkom. Sklonost utilitarističkoj kupnji negativno je povezana s kompulzivnom kupnjom. Međutim, spol, atmosfera u trgovačkom centru, asortiman proizvoda i usluga te uslužnost osoblja nisu statistički značajno povezani s kompulzivnom kupnjom u promatranom slučaju. Rezultati imaju implikacije na blagostanje potrošača i menadžment maloprodaje i mogu biti smjernica u promicanju društveno odgovornog poslovanja i edukacije potrošača kako bi se smanjile negativne posljedice kompulzivne kupnje.Compulsive buying is an addiction and a purchase that exceeds the person's needs and available resources. When compared to impulsive buying, which is stimulated by retailers because it contributes to retailers' sales, compulsive buying is an ethical issue and might have negative consequences for shoppers, their families, and creditors. This paper explores the impacts of demographics, hedonism, and utilitarian shopping, as well as retail mix factors on consumers' tendency towards compulsive buying. A case of a shopping center in Croatia is explored. The data were analyzed by using factor analysis and multiple regression analysis. The results indicate that compulsive buying is identical when compared to developed countries. Compulsive buying is driven mostly by hedonism and retail factors, such as personal curiosity about the center and learning effect. Younger consumers and consumers with higher incomes are more prone to compulsive buying than older consumers and those with lower incomes. The tendency towards utilitarian shopping is negatively related to compulsive buying. However, gender, the shopping center's atmosphere, the assortment of products and services and personnel service are not significantly related to compulsive buying in the analyzed case. The results have implications for consumer welfare and retail management, and might serve as guidelines for promoting corporate social responsible behavior and consumer education in order to reduce negative consequences of compulsive buying

Personal Values of Internet Users: A Cluster Analytic Approach

Akademski interes za sustav vrijednosti je značajan i sve više zastupljen u istraživanjima. U izučavanju individualnih vrijednosti najčešće se primjenjuje teorijski model vrijednosti prema Schwartzu koji definira deset osnovnih vrijednosti: moć, postignuća, hedonizam, stimulativni izazovi, slobodoumlje, univerzalnost, dobrohotnost, tradicija, poštovanje i sigurnost. Kako bi se bolje razumjeli motivi koji pokreću ponašanje i kreiraju stavove korisnika Interneta, u ovom se radu istražuju njihove osobne vrijednosti. Primjenjuje se skraćeni upitnik o osobnim vrijednostima prema Schwartzu u anketi koja je 2016. Godine provedena na 2.060 korisnika Interneta u Hrvatskoj. Ispitanici su klaster analizom grupirani u tri skupine za koje se potom ispituje razlikuju li se međusobno po razini povjerenja u institucije i nepoznate osobe, po zazoru od računala i informatizacije, po potrebi za online privatnosti i zabrinutosti za privatnost u online okruženju, te po demografskim obilježjima ispitanika. Značajne razlike među klasterima opažaju se u razini društvenog povjerenja, zazora od računala i potrebi za online privatnosti. Demografska obilježja (spol, dob, obrazovanje, dohodak, zanimanje) objašnjavaju razlike među klasterima korisnika Interneta.Values are an important topic that has received significant scholarly attention from various academic disciplines. The theoretical framework used for individual values research is Schwartz’s value theory that defines ten basic values: power, achievement, hedonism, stimulation, self-direction, universalism, benevolence, tradition, conformity, and security. In order to better understand the motivational background of attitudes and behavior of Internet users, the paper explores the structure of their personal values. A large telephone survey in Croatia in 2016 was conducted on a nationally representative sample of 2,060 Internet users. Values were measured with the Short Schwartz’s Value Survey instrument. Internet users are grouped in different value-related groups with K-means cluster analysis. Furthermore, differences among those value-related groups of Internet users are examined with regard to their levels of social trust, computer anxiety, need for privacy online, online privacy concern and demographics. There were three mutually exclusive groups of Internet users found, namely: power-oriented group, self-centered group and self-transcendent group. Significant differences were found among those groups regarding social trust, expressed computer anxiety and need for privacy online. Demographic characteristics in terms of gender, age, education, income, and occupation explain the observed differences among the clusters of Internet users