Utjecaj stavova o etičnosti online maloprodaje na povjerenje potrošača

master's thesis

• Title: Utjecaj stavova o etičnosti online maloprodaje na povjerenje potrošača : Utjecaj stavova o etičnosti online maloprodaje na povjerenje potrošača
• Title (english): Influence of attitudes about the ethich of online retail on consumer trust : Influence of attitudes about the ethich of online retail on consumer trust
• Author: Ana Slišković
• Mentor: Dubravka Sinčić Ćorić (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-02-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Ovaj diplomski rad ispituje utjecaj stavova o etičnosti online maloprodaje na povjerenje potrošača. Temelji se na pretpostavci da su stavovi o etičnosti ključni faktor koji oblikuje percepciju potrošača o online trgovinama te utječe na njihovo povjerenje u te platforme. Kroz pregled relevantne literature, istražuje se definicija etičnosti u kontekstu online maloprodaje i njezina uloga u formiranju stavova potrošača.
Cilj ovoga rada je utvrditi utjecaj stavova o etičnosti online maloprodaje na povjerenje potrošača. Instrument koji se koristio za mjerenje percepcije potrošača u pogledu etike online trgovaca je CPEOR, odnosno četiri stavke koje pokazuju pozitivan odnos između privatnosti, sigurnosti, obmanjivanja, ispunjenosti i povjerenja. Sukladno determiniranim konstruktima, kreiran je konceptualni model istraživanja i oblikovane su tvrdnje kojim se mjerila korelacija, a testirane su korištenjem programskog paketa SPSS 20. Istraživanje je provedeno putem anketnog upitnika te je obuhvatilo 113 ispitanika na području Republike Hrvatske. Dobiveni rezultati pokazuju da su sve komponente koje su korištene u za mjerenje stavova o etičnosti online maloprodaje povezane s povjerenjem. Zaključci ukazuju na činjenicu da poslovne organizacije mogu identificirati značajne uvide i faktore koji utječu na povjerenje, ali i korisne smjernice za oblikovanje učinkovitih marketinških i prodajnih strategija u online okruženju. Impliciranje ovih rezultata može pomoći online trgovcima u poboljšanju poslovanja i izgradnji dugoročnih odnosa s potrošačima putem jačanja povjerenja.

Abstract (english)

This thesis examines the influence of attitudes about the ethics of online retailing on consumer trust. It is based on the assumption that ethical attitudes are a key factor that shapes consumers' perception of online stores and affects their trust in these platforms. Through a review of the relevant literature, the definition of ethics in the context of online retailing and its role in the formation of consumer attitudes are investigated.
The aim of this paper is to determine the influence of attitudes about the ethics of online retailing on consumer trust. The instrument used to measure consumers' perception of online retailers' ethics is the CPEOR, i.e. four items that show a positive relationship between privacy, security, deception, fulfillment and trust. In accordance with the determined constructs, a conceptual model of the research was created and statements were formed to measure the correlation, and they were tested using the SPSS 20 software package. The research was conducted through a questionnaire and included 113 respondents in the Republic of Croatia. The obtained results show that all the components that were used to measure attitudes about the ethics of online retailing are related to trust. The conclusions point to the fact that business organizations can identify significant insights and factors that influence trust, as well as useful guidelines for designing effective marketing and sales strategies in the online environment. Implications of these results can help online retailers improve their business and build long-term relationships with consumers by building trust.

• Keywords: etika; online maloprodaja; povjerenje; potrošači; percepcija
• Keywords (english): ethics; online retail; trust; consumers; perception
• Language: croatian
• URN:NBN: urn:nbn:hr:148:040710
• 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: 2024-03-20 12:24:33