Stavovi potrošača o obilježjima web stranica online trgovina

graduate thesis

• Title (english): Consumer attitudes towards features of online store websites
• Author: Lucija Štibuhar
• Mentor: Sandra Horvat (mentor)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Tanja Komarac (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

Danas sve više tvrtki posluje putem interneta, što omogućuje lakši pristup informacijama i pruža jedan od najvažnijih alata za privlačenje potencijalnih klijenata te održavanje odnosa s postojećim. Stavovi potrošača sastoje se od kombinacije potrošačevih uvjerenja, osjećaja i namjera ponašanja prema određenom objektu. Ovaj diplomski rad istražuje stavove potrošača o obilježjima web stranica online trgovina, s ciljem analiziranja i boljeg razumijevanja ključnih faktora koji utječu na zadržavanje potrošača na web stranici i njihovo donošenje odluke o kupovini. Podaci korišteni u ovom radu prikupljeni su iz primarnih i sekundarnih izvora. Kvantitativno istraživanje provedeno je pomoću anketnog upitnika u digitalnom obliku, koji je ispunilo ukupno 148 ispitanika. Ispitivanje je usmjereno na četiri ključna obilježja web stranica trgovca – dizajn, pouzdanost, korisničku podršku te privatnost i sigurnost te je pokazalo da su ispitanicima ta obilježja izuzetno važna. Ovi čimbenici igraju ključnu ulogu tijekom odabira i kupnje proizvoda. Dizajn web stranice treba biti privlačan i funkcionalan, olakšavajući korisnicima navigaciju i pronalazak proizvoda. Pouzdanost se odnosi na točnost informacija i pravovremenu dostavu proizvoda, što gradi povjerenje kod kupaca. Korisnička podrška je ključna za rješavanje problema i upita kupaca te pružanje pomoći u procesu kupovine. Privatnost i sigurnost su od presudne važnosti, jer kupci žele biti sigurni da su njihovi osobni podaci i transakcije zaštićeni. Ovaj diplomski rad doprinosi boljem razumijevanju stavova potrošača prema web stranicama online trgovaca i pruža smjernice za poboljšanje korisničkog iskustva, što je ključ za uspješno poslovanje u digitalnom okruženju.

Abstract (english)

Today, more and more companies do business online, which enables easier access to information and provides one of the most important tools for attracting potential clients and maintaining relationships with the existing ones. Consumer attitudes combine beliefs, feelings, and behavioral intentions towards a particular object. This graduate thesis investigates the attitudes of consumers about the characteristics of online store websites, to analyze and better understand the key factors
that influence the retention of consumers on the website and facilitates their decision-making process. The data used in this paper were collected from primary and secondary sources. Quantitative research was conducted using a survey questionnaire in digital form, which was completed by a total of 148 respondents. The survey focused on four key features of merchant websites – design, reliability, customer support, and privacy and security, and showed that these features are essential to respondents and play a key role during product selection and purchase. The website design should be attractive and functional, making it easier for users to navigate and find products. Reliability refers to the accuracy of information and timely delivery of products, which builds trust with customers. Customer support is key to resolving customer issues and queries and providing assistance in the purchasing process. Privacy and security are of utmost importance, as customers want to be sure that their personal information and transactions are protected. This thesis
contributes to a better understanding of consumer attitudes towards the websites of online retailers and provides guidelines for improving the user experience, which is the key to successful business in the digital environment.

• Keywords: Internet; stavovi potrošača; web stranica online trgovca; dizajn web stranice; pouzdanost; korisnička podrška; privatnost i sigurnost
• Keywords (english): Internet; consumer attitudes; online retailer website; website design; reliability; customer support; privacy and security
• Language: croatian
• URN:NBN: urn:nbn:hr:148:254623
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: 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 authenticated users
• Created on: 2024-09-24 12:00:47