Značenje i važnost elektroničke trgovine kao kanala prodaje obiteljskih poljoprivrednih gospodarstava u Republici Hrvatskoj

master's thesis

• Title (english): The significance and importance of electronic commerce as a channel of sales for family farms in the Republic of Croatia
• Author: Paula Markser
• Mentor: Ivan Kovač (mentor)
• Committee member: Dario Dunković (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: 2024-04-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Elektronička trgovina je već duže vrijeme najpopularniji kanal prodaje za kupce i potrošače, no njezina je popularnost izrazito narasla pojavom pandemije CORONA virusa, kao i svih mjera koje su uvedene kako bi se zaustavilo širenje virusa, jer se većina trgovaca morala fokusirati na prodaju svojih proizvoda velikim dijelom putem elektroničke trgovine. Stoga su i vlasnici obiteljskih poljoprivrednih gospodarstva prodaju svojih proizvoda pokušali preusmjeriti na elektroničku trgovinu kako bi imali prihod. Naime, zbog ograničenja okupljanja velikog broja ljudi bile su zatvorene tržnice i sajmovi, putem kojih su vlasnici obiteljskih poljoprivrednih gospodarstva uobičajeno plasirali većinu svojih proizvoda u Republici Hrvatskoj. Slijedom prethodno navedenog predmet ovog diplomskog rada je usmjeren na istraživanje odrednica današnjeg značenja i važnosti elektroničke trgovine kao kanala prodaje obiteljskih poljoprivrednih gospodarstva u Republici Hrvatskoj.

Abstract (english)

E-commerce has been the most popular sales channel for customers and consumers for a long time, but its popularity grew significantly with the emergence of the CORONA virus pandemic, as well as all the measures that were introduced to stop the spread of the virus. Therefore, the owners of family farms also tried to redirect the sale of their products to electronic commerce in order to have income. Namely, due to restrictions on the gathering of a large number of people, markets and fairs were closed, through which the owners of family farms usually marketed most of their products in the Republic of Croatia. In accordance with the above, the subject of this thesis is focused on researching the determinants of today's meaning and importance of electronic commerce as a sales channel for family farms in the Republic of Croatia.

• Keywords: elektronička trgovina; obiteljsko poljoprivredno gospodarstvo; COVID pandemija; digitalizacija
• Keywords (english): e-commerce; family farm; COVID pandemic; digitalization
• Language: croatian
• URN:NBN: urn:nbn:hr:148:152638
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-04-19 14:05:43