Primjena e-trgovine na tržištu vina u Hrvatskoj

master's thesis

• Title (english): Application of e-commerce on wine market in Croatia
• Author: Josip Nuić
• Mentor: Blaženka Knežević (mentor)
• Committee member: Blaženka Knežević (predsjednik povjerenstva)
• 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: 2024-06-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Pojava e-trgovine na tržištu vina otvorila je nove prilike, ali i stvorila izazove za trgovce vinom. Snažan zamah e-trgovine vinom dogodio se za vrijeme pandemije Covid-19, kada je nastao čitav niz novih subjekata na tržištu vina. U ovom diplomskom radu proučava se utjecaj koji e-trgovina ima na tržište vina, identificiraju se najvažnije prednosti i nedostaci e-trgovine vinom i procjenjuje se trenutna razina primjene e-trgovine na tržištu vina u Hrvatskoj. Cilj ovog diplomskog rada je istražiti percepciju potrošača o utjecaju e-trgovine na tržište vina, koriste li e-trgovinu prilikom kupovine vina i čime uobičajeno rezultira njihova posjeta web prodavaonici vina. Iz provedenog primarnog istraživanja zaključeno je da je kupovina vina online putem još uvijek relativno niska u Hrvatskoj. Kvaliteta predstavlja najvažniji čimbenik prilikom kupovine vina, a kao najvažnije prednosti online kupovine ispitanici navode jednostavnost pretraživanja asortimana i dostupnost kupovine. Unatoč tomu, većina ispitanika vino najčešće kupuje u tradicionalnim prodavaonicama, a kao ključne nedostatke e-trgovine vina ističu rizik od prijevare, kašnjenje i čekanje proizvoda te potencijalne dodatne troškove.

Abstract (english)

The emergence of e-commerce in the wine market has opened up new opportunities, but also created challenges for wine retailers. A strong momentum of wine e-commerce took place during the Covid-19 pandemic, when a whole series of new entities emerged on the wine market. In this master’s thesis, the impact of e-commerce on the wine market is studied, the most important advantages and disadvantages of wine e-commerce are identified, and the current level of e-commerce application on Croatian wine market is assesed. The aim of this master’s thesis is to investigate consumer’s perception of the impact of e-commerce on the wine market, whether they use e-commerce when buying wine and what is the usual result of their visit to online wine store. From the conducted primary research, it was concluded that buying wine online is still relatively low in Croatia. Quality is the most important factor when buying wine, and as the most important advantages of online shopping respondents state the ease of searching the assortment and accessibility to shop. Despite this, the majority of respondents most often buys wine in traditional stores, and as key disadvantages they highlight the risk of fraud, delays and waiting for product, and potential additional costs.

• Keywords: e-trgovina; vino; tržište vina
• Keywords (english): e-commerce; wine; wine market
• Language: croatian
• URN:NBN: urn:nbn:hr:148:858552
• 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: 2024-07-02 18:35:20