Čimbenici utjecaja na stavove potrošača o online kupovini

master's thesis

• Title (english): Factors influencing consumer attitudes about online shopping
• Author: Iva Ravlić
• Mentor: Sandra Horvat (mentor)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-07-04, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U današnjem svijetu, online kupovina postala je sve popularniji način obavljanja kupovine. Pojava pandemije COVID-19 značajno je potaknula rast online kupovine te je omogućila da postane uobičajen način kupovine za mnoge ljude. Prilikom online kupovine potrošači su svjesno ili nesvjesno izloženi različitim čimbenicima koji utječu na formiranje njihovog stava o ovom načinu kupovine. Spomenuti čimbenici poznatiji su kao čimbenik jednostavnosti korištenja (eng. Easy to Use), čimbenik web dizajna (eng. Website Design/Features), čimbenik uštede vremena (eng. Time Saving) i čimbenik sigurnosti (eng. Security). Svi navedeni čimbenici imaju značajan utjecaj na formiranje stavova potrošača prilikom online kupovine, a u svrhu ovog diplomskog rada mjereni su njihovi utjecaji na ispitanicima u Republici Hrvatskoj. Kako bi se cilj ispunio, za potrebe ovog rada provedeno je jednokratno empirijsko istraživanje na prigodnom uzorku od 120 ispitanika. Istraživanje je provedeno krajem ožujka i početkom travnja 2024. godine. Glavni instrument istraživanja bio je anketni upitnik, kreiran uz pomoć Google Obrazaca a koji je distribuiran online putem. Rezultati istraživanja pokazali su kako su stavovi potrošača prema online kupovini pozitivni. Ispitanici smatraju online kupovinu kao pozitivno, sigurno iskustvo, za koje nije potrebno puno vremena. Najutjecajniji čimbenik online kupovine prema mišljenjima ispitanika je čimbenik jednostavnosti korištenja (eng. Easy To Use) zbog svoje praktičnosti i mogućnosti kupovine 24 sata dnevno. Na posljednjem mjestu našao se čimbenik uštede vremena (eng. Time Savings). Tijekom istraživanja ustanovljeno je kako i drugi čimbenici utječu na stavove prilikom online kupovine kao što su cijena i brzina dostave. Dobivena otkrića otvaraju mogućnost za daljnja istraživanja kako bi se dublje razumjeli utjecaji ovih čimbenika na stavove i ponašanje potrošača tijekom online kupovine.

Abstract (english)

In today's world, online shopping has become an increasingly popular way of doing shopping. The advent of the COVID-19 pandemic has significantly boosted the growth of online shopping and allowed it to become a common way of shopping for many people. When shopping online, consumers are consciously or unconsciously exposed to various factors that influence the formation of their attitude about online shopping. The mentioned factors are better known as the Easy to Use factor, the Web Design/Features factor, the Time Saving factor, and the Security factor. All these factors have a high influence on the formation of consumer attitudes when shopping online, and for the purpose of this thesis, their influence on respondents in the Republic of Croatia was measured. In order to fulfill the goal, for the purposes of this paper, a one-time empirical research was conducted on a convenient sample of 120 respondents. The research was conducted at the end of March and beginning of April 2024. The main research instrument was a survey questionnaire, created with the help of Google Forms and distributed online. The results of the research showed that consumer attitudes towards online shopping are positive. The respondents consider online shopping as a positive, safe experience, which does not take a lot of time. According to respondents, the most influential factor in online shopping is the factor of ease of use due to its practicality and the possibility of shopping 24 hours a day. In last place was the factor of time savings. During the research, it was established that other factors also influence attitudes when shopping online, such as price and speed of delivery. The obtained findings open the possibility for further research to better understand the influence of these factors on the attitudes and behavior of consumers during online shopping.

• Keywords: online kupovina; čimbenici; čimbenici utjecaja; stavovi potrošača; COVID-19
• Keywords (english): online shopping; factors; influencing factors; consumer attitudes; COVID-19
• Language: croatian
• URN:NBN: urn:nbn:hr:148:412493
• Study programme: Title: Digital 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: Access restricted to students and staff of home institution
• Created on: 2024-07-04 18:10:25