Stavovi potrošača generacije Z o kupnji putem interneta

master's thesis

• Title (english): Attitudes of generation Z consumers on buying via the internet
• Author: Antun Glasnović
• Mentor: Vatroslav Škare (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Nijedna generacija nije u tolikoj mjeri definirana tehnologijom kao generacija Z. Današnja mladež nije upoznata s vremenima bez jednostavnog pristupa internetu i mobilnim uređajima. Slijedom toga, oni imaju velika očekivanja glede uloge koju moderna tehnologija može imati u različitim aspektima svakodnevnog života pa tako i u ponašanju potrošača. Ne postoji općeprihvaćen raspon godina rođenja pripadnika generacije Z, ali prema najprihvaćenijoj definiciji riječ je o osobama rođenima između 1996. i 2010. godine. S obzirom na to da se očekuje kako će generacija Z postati vitalna gospodarska snaga u narednim godinama, ova generacija je važna za marketinške stručnjake. U ovom diplomskom radu provedeno je anketno istraživanje o kupovnim navikama generacije Z na internetu na uzorku od 271 ispitanika/ica na području Republike Hrvatske. Istraživanje je provedeno u veljači i ožujku 2023. godine. Ono je pokazalo da pripadnici ove generacije učestalo kupuju putem interneta te to planiraju nastaviti i u budućnosti. Pri tome su veoma vješti s tehnologijom i svjesni opasnosti koje prijete glede sigurnosti plaćanja putem kreditnih kartica. Proizvodi i usluge koje pripadnici ove generacije najčešće kupuju jesu odjeća, obuća i modni nakit te pretplate za streaming platforme. Omiljeni oblik plaćanja proizvoda i usluga pri kupnji putem interneta među ovom generacijom su kartično plaćanje i gotovina pri pouzeću.

Abstract (english)

No generation is as defined by technology as Generation Z. Today's youth are unfamiliar with times without easy access to the Internet and mobile devices. As a result, they have high expectations regarding the role that modern technology can play in various aspects of everyday life, including consumer behavior. There is no generally accepted range of birth years for members of Generation Z, but according to the most accepted definition, it is about people born between 1996 and 2010. With Gen Z expected to become a vital economic force in the coming years, this cohort is a target for marketers. In this paper, a survey was conducted on the shopping habits of generation Z on the Internet on a sample of 271 respondents from Republic of Croatia. The research was conducted in February and March 2023. The latter has shown that members of this generation often shop online and plan to continue doing so in the future. At the same time, they are very skilled with technology and are aware of the dangers that threaten the security of credit card payments. The products and services that members of this generation most often buy are clothing, footwear and fashion jewelry, as well as subscriptions for streaming platforms. The favorite form of payment for products and services when purchasing online among this generation is card payment and cash on delivery.

• Keywords: kupnja putem interneta; generacija Z; stavovi potrošača; digitalni marketing
• Keywords (english): online shopping; generation Z; consumer attitudes; digital marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:295836
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica digitalnog marketinga (stručni/a specijalist/specijalistica digitalnog marketinga)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-22 13:38:48