Uloga razvoja digitalnih tehnologija u procesu donošenja odluke o kupovini

master's thesis

• Title (english): The role of digital technology development in purchase decision process
• Author: Domagoj Bučić
• Mentor: Goran Vlašić (mentor); MBZ: 265372
• Committee member: Morana Fudurić (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-03-02, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Tema ovog rada je uloga razvoja digitalnih tehnologija u procesu donošenja odluke o kupovini. U današnje vrijeme digitalne tehnologije sve veću ulogu u procesu donošenja odluke o kupovini, a njihov utjecaj na ponašanje potrošača raste iz godine u godinu. Iz tog razloga je cilj ovog rada utvrditi koje digitalne tehnologije potrošači koriste, kako ih koriste te kakav utjecaj one imaju na svaku pojedinu fazu procesa donošenja odluke o kupovini. U radu su definirane sve faze procesa donošenja odluke o kupovini. Uz to istaknuti su svi čimbenici koji utječu na taj proces i definiran je njihov utjecaj na ponašanje potrošača. Osim toga pojmovno su definirane digitalne tehnologije, opisan je njihov povijesni razvoj te je analiziran njihov direktan utjecaj na ponašanje potrošača. Na temelju teoretskog dijela rada provedeno je istraživanje putem anketnog upitnika kako bi se ispitali stavovi ispitanika i saznao utjecaj digitalnih tehnologija na potrošače u svakoj pojedinoj fazi procesa donošenja odluke o kupovini. U istraživanju se pokušalo saznati koje digitalne tehnologije potrošači koriste te kakav utjecaj one imaju na njih prilikom kupovnog procesa. Rezultati istraživanja su pokazali da internet može potaknuti spoznaju potrebe kod potrošača, ali i da potrošači obraćaju pažnju samo na oglase koji su vezani za njihove interese. Za pronalazak dodatnih informacija najčešće koriste web stranice. Također često koriste mogućnosti filtriranja i sortiranja koriste kako bi efikasnije vrednovali alternative, a ocjene, recenzije i komentari postaju važan vrednujući kriterij prema kojem odlučuju koji proizvod kupiti. U pravilu kupuju nekoliko puta godišnje, putem digitalnih platformi i plaćaju karticama, a ako zadovoljstvo proizvodom znatno odstupa od njihovih očekivanja spremni su pisati recenzije i komentare kako bi svoja iskustva podijelili s drugim korisnicima.

Abstract (english)

The topic of this thesis is the role of digital technology development in the purchase decision process. Nowadays, digital technologies are playing an increasing role in purchase decision process and their impact on consumer behavior is increasing year by year. For this reason, the purpose of this thesis is to determine what digital technologies consumers use, how they use them and what impact they have on each stage of the purchase decision process. This thesis defines all stages of the purchase decision process. In addition, all the factors that influence this process are highlighted and their impact on consumer behavior is defined. Furthermore, digital technologies are conceptually defined, their historical development is described and their direct impact on consumer behavior is analyzed. Based on the theoretical part of the paper, a survey was conducted to examine respondents' attitudes and find out the impact of digital technologies on consumers at each stage of the purchase decision process. The study sought to find out what digital technologies consumers are using and what impact they have on them during the purchase process. Research results have shown that the internet can stimulate consumer awareness, but also that consumers pay attention only to ads that are relevant to their interests. Consumers mostly use websites to find additional information. Also they often use filtering and sorting options to evaluate alternatives more effectively, and ratings, reviews and comments became an important criteria for evaluation which defines what product to purchase. Consumers mostly buy several times a year, through digital platforms, and pay by card, and if their satisfaction with the product deviates significantly from their expectations, they are ready to write reviews and comments to share their experiences with other users.

• Keywords: proces donošenja odluke o kupovini; ponašanje potrošača; digitalne tehnologije; digitalno okruženje; spoznaja potrebe; traženje informacija; vrednovanje alternativa; kupovina; poslijekupovno ponašanje
• Keywords (english): purchase decision process; consumer behavior; digital technologies; digital environment; problem recognition; information search; evaluation of alternatives; purchase decision; post - purchase evaluation
• Language: croatian
• URN:NBN: urn:nbn:hr:148:348639
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-03-03 11:56:44