Istraživanje razloga nekorištenja plaćenih verzija usluga temeljenih na internet tehnologiji među generacijom Z u Hrvatskoj

postgraduate specialist thesis

• Title (english): Research of reasons for not using premium versions of streaming services among generation Z in Croatia
• Author: Ivan Landeka
• Mentor: Miroslav Mandić (mentor)
• Committee member: Tihomir Vranešević (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-04-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Ovaj poslijediplomski specijalistički rad pobliže prikazuje opće obilježja i obilježja generacije Z kao potrošača. Ovo je prva generacija koja je odrasla uz sveprisutnost širokopojasnog interneta i to ne samo na računalima već i na mobilnim telefonima. Samim time su naviknuti brzo dolaziti do svih informacija koje ih zanimaju, u svega nekoliko sekundi. Razvoj interneta i tehnologije, kao osnova digitalne revolucije, omogućio je da se mnoge navike promjene iz korijena. Jedne od njih su i način na koji se konzumiraju video i glazbeni sadržaji. Zahvaljujući “streaming” tehnologiji filmovi, serije i glazba postali su povoljniji no ikad i dostupni na zahtjev – u bilo koje vrijeme, na bilo kojem mjestu i na bilo kojem uređaju. Iako su te karakteristike upravo ono što generacija Z želi od proizvoda i usluga, ne koriste svi pripadnici ove generacije premium (plaćene) verzije streaming usluga. Istraživanje u sklopu ovog rada, provedeno na uzorku od gotovo 500 pripadnika generacije Z, daje uvid u korištenje plaćenih streaming usluga među mladima u Hrvatskoj i najčešće razloge zbog kojih iste ne koriste. Istraživanjem se dolazi do spoznaje kako je većina mladih svjesna postojanja streaming usluga kao i da su zadovoljstvo besplatnim verzijama i cijena premium streaming usluga glavni razlog zbog kojeg se ne odlučuju na premium verziju. S druge strane, postoje indikacije kako bi povećanje dohotka određeni dio generacije Z moglo potaknuti da odluče plaćati za korištenje streaming usluga.

Abstract (english)

This post-graduate specialist thesis describes the general characteristics and characteristics of generation Z as consumers. This is the first generation that grew up with the ubiquity of broadband internet, not only on their computers but also on mobile phones. They are used to quickly access all the information they are interested in, in just a few seconds. The development of the Internet and technology, as the backbone of the digital revolution, has made it possible to drasticcaly change many habits. One of them is the way people consume video and music content. Thanks to streaming technology, movies, shows, and music have become more affordable than ever. And available on demand - at any time, in any place and on any device. Although these characteristics are exactly what Generation Z wants from products and services, not all members of this generation use premium (paid) versions of streaming services. The research which is part of this work, conducted on a sample of almost 500 members of generation Z, provides an insight into the use of paid streaming services among young people in Croatia and the most common reasons why they do not use them. The research leads to the conclusion that most young people are aware of the existence of streaming services and that satisfaction with free versions and the price of premium streaming services are the main reason why they do not decide to pay premium version. On the other hand, there are indications that the increase in personal income could encourage a certain part of Generation Z to to pay for premium streaming services.

• Keywords: generacija Z; streaming usluge; marketing prema generaciji Z
• Keywords (english): generation Z; streaming services; marketing to generation Z
• Language: croatian
• URN:NBN: urn:nbn:hr:148:569625
• Study programme: Title: /; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: specijalist/specijalistica poslovnog upravljanja-MBA (specijalist/specijalistica poslovnog upravljanja-MBA)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2023-05-11 11:59:18