Impulzivno kupovno ponašanje potrošača i preferencije načina plaćanja

master's thesis

• Title (english): Consumer impulsive buying behavior and payment method preferences
• Author: Lorena Romek
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Miroslav Mandić (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2023-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Predmet diplomskog rada je impulzivno kupovno ponašanje potrošača i preferencije načina plaćanja. U dinamičnom svijetu potrošačkog tržišta i društva, impulzivno kupovno ponašanje postaje sve značajniji fenomen za marketinške stručnjake. Potrošači često donose odluke o kupnji pod utjecajem trenutnih emocionalnih stanja, marketinških strategija te vanjskih ili unutarnjih čimbenika. Uz to, zbog sve veće digitalizacije i razvoja svijeta u tehnološkom pogledu, javljaju se novi, brži i moderni načini plaćanja poput plaćanja digitalnim novčanicima koji će biti detaljnije objašnjeni u radu. Iz tih razloga, cilj istraživanja je pružiti dublji uvid u sklonost potrošača impulzivnim kupnjama, ispitati njihove preferirane načine plaćanja za proizvode i usluge te ispitati utječu li kartice i digitalni novac na impulzivnost kupnje. Empirijsko istraživanje provelo se pomoću anketnog upitnika raspodijeljenog u 4 cjeline. Prvim dijelom ispitala se sklonost impulzivnom kupovnom ponašanju, drugim preferencije načina plaćanja, predzadnjim povezanost načina plaćanja i impulzivne kupnje, i na samom kraju postavljena su pitanja kojima su se prikupili demografski podaci o ispitanicima. Za mjerenje tvrdnji koristila se Likertova skala od 5 stupnjeva. Rezultati su obrađeni i interpretirani kroz postotke i srednje vrijednosti. Istraživanje je pokazalo kako ispitanici blago naginju impulzivnom kupovnom ponašanju, a preferirani način plaćanja su kartice ili digitalni novac za većinu kupnji.

Abstract (english)

The subject of the master's thesis is consumer impulsive buying behavior and payment method preferences. In the dynamic world of consumer markets and society, impulsive buying behavior is becoming an increasingly significant phenomenon for marketing professionals. Consumers often make purchasing decisions influenced by their current emotional states, marketing strategies, as well as external or internal factors. Additionally, due to the growing digitization and technological advancements, new, faster, and modern payment methods like digital wallets are emerging, which will be further elaborated in the paper. Therefore, the research aims to provide a deeper understanding of consumers' inclination towards impulsive purchases, examine their preferred payment methods for products and services, and investigate whether cards and digital currency affect impulsive buying. Empirical research was conducted using a questionnaire distributed in four sections. The first part assessed the propensity for impulsive buying behavior, the second explored payment method preferences; the next section examined the correlation between payment methods and impulsive buying, and the final section gathered demographic and social dana of respondents. A 5-point Likert scale was used to measure items. The results were analyzed and interpreted using percentages and mean values. The research showed that respondents mildly lean towards impulsive buying behavior, and the preferred payment methods are cards or digital currency for the majority of purchases.

• Keywords: impulzivno kupovno ponašanje; metode i načini plaćanja; kartice i digitalni novac
• Keywords (english): impulsive buying behavipr; payment methods; cards and digital money
• Language: croatian
• URN:NBN: urn:nbn:hr:148:815310
• 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: Access restricted to students and staff of home institution
• Created on: 2023-11-06 22:59:35