Uloga online recenzija u procesu odabira restorana

master's thesis

• Title (english): The role of online reviews in the restaurant selection process
• Author: Dario Lacković
• Mentor: Vatroslav Škare (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Ovaj rad bavi se istraživanjem online recenzija te kakvu ulogu one imaju na percepciju i ponašanje potrošača prilikom procesa odlučivanja o kupnji. Cilj rada bio je istražiti kako online recenzije, kao oblik sadržaja kojeg stvaraju korisnici, utječu na proces odlučivanja o kupnji kod potrošača te utvrditi čitaju li potrošači u Hrvatskoj online recenzije restorana i utječu li one na njihov izbor restorana. U prvom dijelu rada obrađena su teorijska polazišta vezana uz ponašanje potrošača i njihov proces odlučivanja o kupnji te uz sadržaj koji stvaraju korisnici i dublje razumijevanje razlike između sadržaja kojeg stvaraju korisnici (User-Generated Content) i elektroničke komunikacije od usta do usta (Electronic Word-of-Mouth) s naglaskom na online recenzije kao specifičan oblik tog sadržaja. Podaci za kvantitativno istraživanje prikupljeni su putem online anketnog upitnika. Cilj je bio dobiti uvid u navike i stavove potrošača u Hrvatskoj u vezi s korištenjem online recenzija restorana. Rezultati su pokazali da većina potrošača koristi online recenzije kao značajan faktor u procesu odabira restorana, čime su potvrđena prethodna istraživanja, o ulozi online recenzija prilikom odabira restorana te na ponašanje potrošača, raznih autora diljem svijeta.

Abstract (english)

This paper investigates online reviews and their role in shaping consumer perception and behavior during the decision-making process. The aim of the study was to explore how online reviews, as a form of user-generated content (UGC), influence consumers purchasing decisions and to determine whether consumer in Croatia read online restaurant reviews and if these reviews affect their choice of restaurants. The first part of the paper covers theoretical foundations related to consumer behavior and their decision-making process, as well as usergenerated content, providing a deeper understanding of the distinction between UGC and electronic word-of-mouth (eWOM), with a focus on online reviews as a specific form of content. Data for the quantitative research was collected through an online survey questionnaire. The goal was to gain insight into the habits and attitueds of consumers in Croatia regarding the use of online restaurant reviews. The results showed that most consumers use online reviews as a significant factor in the process of choosing a restaurant, confirming previous researches on the role of online reviews in restaurant selection and consumer behavior by various authors worldwide.

• Keywords: online recenzije; ponašanje potrošača; odlučivanje o kupnji; sadržaj kojeg stvaraju korisnici
• Keywords (english): online reviews; consumer behavior; decision-making process; user-generated content
• Language: croatian
• URN:NBN: urn:nbn:hr:148:875080
• 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: Open access
• Created on: 2024-10-01 08:27:59