Stavovi generacije Z o elektroničkoj trgovini prilikom kupovine odjevnih predmeta

master's thesis

• Title (english): Attitudes of generation Z on electronic commerce in clothing items buying
• Author: Lorena Posavac
• Mentor: Đurđana Ozretić Došen (mentor)
• Committee member: Đurđana Ozretić Došen (predsjednik povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-08-31, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Ciljevi diplomskog rada temelje se na pojašnjenju elektroničke trgovine kao poslovnog sustava, influencer marketinga kao novog oblika marketinga zasnovanog na društvenim mrežama, percepciji sigurnosti prilikom kupovine putem Interneta te generacije Z kao specifične generacije. Za potrebe istraživanja, kreiran je anonimni upitnik koji je distribuiran među pripadnicima generacije Z, a primarni podatci su obrađeni metodama deskriptivne statistike. Prikupljeni podatci prikazuju stavove generacije Z o elektroničkoj trgovini odjevnim predmetima, sigurnosti prilikom kupovine i influencer marketingu. Obrađeni rezultati ukazuju na učestalo korištenje Instagrama kao društvene mreže, ali i na učestalost kupovine putem elektroničkih trgovina. Pripadnici generacije Z preferiraju elektroničke trgovine odjevnim predmetima zbog jednostavnosti, uštede vremena i širokog asortimana. Sigurnost prilikom kupovine im ne predstavlja izazov, a iz provedenog istraživanja je uočeno da influenceri imaju važnu ulogu prilikom donošenja kupovnih odluka kod ženskih pripadnika generacije Z. Diplomski rad sadrži primarne i sekundarne podatke stoga omogućuje usporedbu prijašnjih rezultata i rezultata istraživanja dobivenih za potrebe pisanja ovog diplomskog rada.

Abstract (english)

The aims of this master thesis are based on the clarification of electronic commerce as a business system, influencer marketing as a new form of marketing based on social networks, the perception of safety when shopping on the Internet and generation Z as a specific generation. For research purposes, an anonymous questionnaire was created and distributed among members of generation Z, and the primary data were processed using descriptive statistics methods. The collected data shows the attitudes of generation Z about electronic commerce of clothing, safety when shopping and influencer marketing. The processed results indicate the frequent use of Instagram as a social network, but also the frequency of shopping through electronic stores. Members of generation Z prefer electronic clothing stores because of the simplicity, time savings and wide assortment. Safety when shopping is not a challenge for them, and from the conducted research it was observed that influencers play an important role when making purchase decisions among female members of generation Z. The thesis contains primary and secondary data, therefore it enables comparison of previous results and research results obtained for the purposes of writing this master thesis.

• Keywords: elektronička trgovina; influencer marketing; sigurnost kupovine putem Interneta; generacija Z
• Keywords (english): electronic commerce; influencer marketing; safety of online shopping; generation Z
• Language: croatian
• URN:NBN: urn:nbn:hr:148:769189
• 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: 2023-08-31 18:20:23