Stavovi potrošača o kupovini luksuznih marki putem interneta

master's thesis

• Title (english): Consumers' attitudes toward buying luxury brands online
• Author: Anamarija Tadić
• Mentor: Zoran Krupka (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-07-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Potrošači uz kupovinu u fizičkim prodavaonicama, proizvode sve više kupuju i putem interneta. Marketinškim je stručnjacima koji rade u nekoj od tvrtki luksuznih marki bitno dobro poznavati specifičnosti interneta kao kanala prodaje s obzirom na to da su i luksuzne marke, ako i poimanje luksuza, jedinstvene. U ovom su radu na osnovu provedenog elektroničkog upitnika istražene afektivna, kognitivna i konativna komponenta stava kako bi se bolje upoznali sa stavovima potrošača o kupovini proizvoda luksuznih marki putem interneta. Ciljevi istraživanja bili su izraditi upitnik te pomoću upitnika prikupiti i analizirati primarne podatke, identificirati koja od komponenti stava (kognitivna, afektivna i konativna) najviše doprinosi odluci potrošača o namjeri kupovine luksuznih marki putem interneta, te temeljem analize podataka prikupljenih putem upitnika, prikazati i interpretirati najvažnije rezultate upitnika. Podaci prikupljeni putem elektroničkog upitnika ukazali su na to da afektivna komponenta najviše doprinosi namjeri potrošača da proizvod luksuzne marke kupi putem interneta.

Abstract (english)

In addition to shopping in physical stores, consumers increasingly buy products online. It is important for marketing experts who work in one of the luxury brand companies to know the specifics of the Internet as a sales channel, considering that luxury brands, as well as the concept of luxury, are unique. In this paper, based on an electronic questionnaire, the affective, cognitive and conative components of the attitude were investigated in order to get better insight in attitudes of consumers regarding the purchase of luxury brand products via the Internet. The objectives of the research were to create a questionnaire and, using the questionnaire, to collect and analyze primary data, to identify which of the attitude components (cognitive, affective and conative) contributes the most to the consumer's decision to buy luxury brands online, and based on the analysis of the data collected through the questionnaire, to present and interpret the most important results of the questionnaire. The data collected through an electronic questionnaire indicated that the affective component contributes the most to the consumer's intention to buy a luxury brand product online.

• Keywords: luksuzne marke; kupovina putem interneta; stavovi; komponente stava
• Keywords (english): luxury brands; online shopping; attitudes; attitude components
• Language: croatian
• URN:NBN: urn:nbn:hr:148:897935
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-08-30 05:13:41