Uvođenje tehnoloških inovacija u prodavaonice i prihvaćenost među mladim potrošačima

master's thesis

• Title (english): Introduction of technological innovations in stores and acceptance among young consumers
• Author: Nikola Novaković
• Mentor: Kristina Petljak (mentor)
• Committee member: Kristina Petljak (predsjednik povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Predmet ovog diplomskog rada jesu tehnološke inovacije u maloprodaji, dok je cilj ovog rada pružiti pregled trendova u kontekstu tehnoloških inovacija u maloprodaji te istražiti prihvaćenost tehnoloških inovacija u maloprodaji od strane mladih potrošača. Općenito govoreći, primjena tehnoloških inovacija smatra se jednim od glavnih pokretača, kako gospodarskog, tako i društvenog napretka pojedine države. Vrijedi istaknuti kako su tehnološke inovacije snažno utjecale na maloprodajnu industriju, mijenjajući način na koji poduzeća posluju te surađuju s kupcima. U radu se pozornost usmjerava na pregled i mogućnosti tehnoloških inovacija u maloprodaji uz naglašavanje njihovih prednosti i nedostataka. Također, u radu je apostrofirano stanje u maloprodaji u Republici Hrvatskoj u kontekstu tehnoloških inovacija te je pozornost pridana čimbenicima koji utječu na prihvaćanje tehnoloških inovacija od strane kupaca. Provedeno je i primarno istraživanje o prihvaćenosti tehnoloških inovacija među mladim potrošačima. U istraživanju je sudjelovalo 135 ispitanika, njih 101 (74,8 %) ženskog spola, a ostatak ispitanika (34, tj. 25,2 %) muškog spola. Rezultati su pokazali kako ispitanici smatraju da su im blizina prodavaonice, prometna povezanost, cijena te kvaliteta proizvoda najvažniji čimbenik za odabir konkretne prodavaonice. Isto tako, rezultati pokazuju kako mladi ispitanici ocjenjuju da u prodavaonice pretežito prehrambenih proizvoda u Republici Hrvatskoj nemaju dobro implementiran sustav informacijske tehnologije te da zapravo ima značajnog mjesta za napredak u tom kontekstu.

Abstract (english)

The subject of this graduate thesis is technological innovation in retail, while the aim of this paper is to provide an overview of trends in the context of technological innovations in retail and to explore the acceptance of technological innovations in retail by young consumers. Generally speaking, the application of technological innovation is considered one of the main drivers of both economic and social progress of an individual state. It is worth pointing out that technological innovation has strongly impacted the retail industry, changing the way companies operate and collaborate with customers. The paper focuses on the overview and possibilities of technological innovations in retail while emphasizing their advantages and disadvantages. Also, the paper emphasizes the situation in retail of the Republic of Croatia in the context of technological innovations and attention is paid to factors that influence the acceptance of technological innovations by customers. A primary research on the acceptance of technological innovation among young consumers was also conducted. The study included 135 participants, 101 (74.8%) female, and the rest of the respondents (34, 25.2%) male. The results showed that respondents believe that the proximity of the store, traffic connections, price and quality of products are the most important factor for choosing a specific store. Also, the results show that young respondents estimate that in stores predominantly food products in the Republic of Croatia do not have a good implementation of the information technology system and that there is actually a significant place for progress in this context.

• Keywords: tehnološke inovacije; maloprodaja Republike Hrvatske; unapređenje poslovanja
• Keywords (english): technological innovations; retail of the Republic of Croatia; business improvement
• Language: croatian
• URN:NBN: urn:nbn:hr:148:648516
• 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: 2023-09-19 12:32:33