Stavovi potrošača prema online personalizaciji

master's thesis

• Title (english): Consumer attitudes towards online personalization
• Author: Barbara Lipovac
• Mentor: Morana Fudurić (mentor)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Personalizacija je marketinška strategija koja se koristi za prilagodbu proizvoda, usluga i komunikacije prema potrebama i preferencijama pojedinačnih potrošača. Iako počeci personalizacije sežu u prošlost, njezina primjena postaje izrazito važna u digitalnom dobu zahvaljujući napretku tehnologija poput strojnog učenja, umjetne inteligencije i složenih algoritama.
Online personalizacija temelji se na korištenju demografskih podataka potrošača, praćenja njihova ponašanja u online okruženju, te analizu osobina ličnosti kako bi se stvorila što preciznija i učinkovitija marketinška komunikacija. U digitalnom okruženju personalizacija se često manifestira u prilagođenim oglasima, preporukama proizvoda ili sadržaja koje su oblikovane prema individualnim preferencijama potrošača. Unatoč brojnim prednostima koje online personalizacija osigurava ona također donosi i određene izazove, posebno u pogledu privatnosti potrošača i etičkih pitanja vezanih za masovno prikupljanje i upotrebu osobnih podataka potrošača.
Ovaj rad bavio se istraživanjem stavova potrošača prema online personalizaciji. Cilj istraživanja bio je utvrditi imaju li potrošači pozitivan ili negativan stav prema online personalizaciji kao marketinškoj strategiji i s njom povezanim prikupljanjem podataka, i ovisi li njihov stav o demografskim karakteristikama. Primarno istraživanje provedeno je putem anketnog upitnika distribuiranog elektronički. Odgovori ispitanika analizirani su metodama deskriptivne statistike, kako bi se utvrdilo postoji li razlika s obzirom na demografske karakteristike. Rezultati istraživanja pokazali su kako potrošači imaju negativan stav prema online personalizaciji i da demografske karakteristike ne utječu na stavove prema istoj.

Abstract (english)

Personalization is a marketing strategy used to tailor products, services, and communications to the needs and preferences of individual consumers. Although the origins of personalization date back to earlier times, its application has become crucial in the digital age due to advances in technologies such as machine learning, artificial intelligence, and complex algorithms. Online personalization relies on the use of demographic data, tracking consumer behavior in online environments, and analyzing personality traits to create more precise and effective marketing communication. In the digital context, personalization often manifests in tailored ads, product recommendations, or content suggestions shaped by consumers' individual preferences. Despite the numerous advantages of online personalization, it also presents certain challenges, particularly regarding consumer privacy and ethical issues related to the mass collection and use of personal data. This study explored consumer attitudes towards online personalization. The aim was to determine whether consumers have a positive or negative view of online personalization as a marketing strategy, including its associated data collection practices, and whether their attitude depends on demographic characteristics. The primary research was conducted through an electronic survey. Respondents' answers were analyzed using descriptive statistics methods to determine if differences exist based on demographic characteristics. The results showed that consumers generally hold a negative view of online personalization, and that demographic characteristics do not influence these attitudes.

• Keywords: online personalizacija; stavovi; podaci; privatnost; komunikacija
• Keywords (english): online personalization; attitudes; data; privacy; communication
• Language: croatian
• URN:NBN: urn:nbn:hr:148:454076
• 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: Open access
• Created on: 2024-09-23 12:45:15