VIRTUALNA STVARNOST I MALOPRODAJA NAMJEŠTAJA

undergraduate thesis

• Title (english): VIRTUAL REALITY AND FURNITURE RETAILING
• Author: Ino Matošević
• Mentor: Sanda Soucie (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2022-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U posljednjih desetak godina tehnološki napredak unapređuje realnost kojom je čovjek
okružen. Najbolji dokaz za to jest činjenica da se sve više upotrebljava virtualna stvarnost, a s
njom i proširena stvarnost i to u različite svrhe, od znanstveno-edukativnih primjena do
industrije zabave, pa sve do industrije namještaja.
U ovome se završnome radu bavi primjenom virtualne stvarnosti na primjeru
maloprodaje poznatog svjetskog proizvođača i prodavača namještaja. Riječ je o poduzeću
Ikea. Osim stilske jednostavnosti dizajna, omjera cijene i kvalitete, specifične integrirane
marketinške komunikacije i upotrebe digitalnih medija, poduzeće Ikea je prije nekoliko
godina pokrenulo aplikaciju „Ikea Place“ koja se temelji na primjeni virtualne stvarnosti.
Tako, poduzeće Ikea putem prethodno spomenute aplikacije kupcima omogućuje da
pogledaju kako određeni proizvodi izgledaju u njihovom domu.
Svrha ovoga rada jest analizirati primjenu takve tehnologije u maloprodaji namještaja.
Cilj je, dakle, istražiti i pojasniti odnos između elektroničke maloprodaje i virtualne stvarnosti
kroz konkretan primjer aplikacije koju je pokrenulo poduzeće Ikea. Time će se, također,
nastojati istražiti potencijal takvog tehnološkog pothvata i njegovu prepoznatljivost kod
hrvatskih kupaca/potrošača.

Abstract (english)

In the last ten years, technological progress has surpassed the reality that man is
surrounded by. The best evidence is the fact that virtual reality is increasingly being used for
various purposes, from scientific and educational applications to the entertainment industry
and even the furniture industry.
This paper has dealt with the application of virtual reality on the example of the retail
of the world's largest and most popular furniture manufacturer and seller Ikea. In addition to
the stylistic simplicity of the design, the price-quality ratio, the specific integrated marketing
communication and the use of digital media, the Ikea company launched the "Ikea Place"
application in 2017. The app is based on applied virtual reality. Thus, through the previously
mentioned application, Ikea allows customers to see how certain products look in their home.
Moreover, this paper will analyze the application of such technology in furniture retail.
The goal is to investigate and clarify the relationship between electronic retailing and virtual
reality through a concrete example of an application launched by the largest and most popular
company Ikea. This will also try to explore the potential of such a technological venture and
its recognition among Croatian buyers/consumers.

• Keywords: virtualna stvarnost; maloprodaja; namještaj; Ikea; aplikacija; Ikea Place; poduzeće; potrošač
• Keywords (english): virtual reality; retail; furniture; Ikea; app; Ikea Place; store; enterprise; consumer
• Language: croatian
• URN:NBN: urn:nbn:hr:148:905869
• Study programme: Title: Business Economics; specializations in: Trade Business Operations, Tourism Business Operations, Accounting and Finances, Business Secretary; Course: Trade Business Operations; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-10-04 09:24:16