Percipirane koristi i percipirani rizici u kupnji parfema i proizvoda dekorativne kozmetike putem interneta

master's thesis

• Title (english): Perceived benefits and perceived risks in purchasing perfumes and decorative cosmetics products online
• Author: Tea Butković
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Dubravka Sinčić (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (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

Predmet ovog diplomskog rada su percipirane koristi i percipirani rizici u kupnji parfema i proizvoda dekorativne kozmetike putem interneta. Kupnja na internetu danas je popularnija nego ikada prije (Statista, 2022.) što za sobom nosi brojne prednosti, ali i rizike s kojima se potrošači suočavaju ukoliko se odluče na kupnju putem interneta. Stoga je posebno važno istražiti i razumjeti koje percipirane koristi potiču, odnosno koji percipirani rizici obeshrabruju potrošače od kupnje specifične kategorije proizvoda kao što su parfemi i proizvodi dekorativne kozmetike. Za potrebe izrade ovog diplomskog rada korišten je anketni upitnik distribuiran putem interneta. Anketno istraživanje obuhvatilo je 100 ispitanika koji su barem jednom kupili parfem i proizvod dekorativne kozmetike putem interneta. Prilikom ispitivanja percipiranih koristi u kupnji parfema i proizvoda dekorativne kozmetike putem interneta, korištene su tvrdnje koje su obuhvatile četiri dimenzije percipiranih koristi, odnosno jednostavnost kupnje, pogodnost kupnje, izbor proizvoda i hedonističku vrijednost. Dok su prilikom ispitivanja percipiranih rizika u kupnji parfema i proizvoda dekorativne kozmetike putem interneta, korištene tvrdnje koje obuhvaćaju funkcionalni, financijski, vremenski, društveni, informacijski rizik, rizik prijevare, privatnosti i rizik dostave. Stoga je osnovni cilj rada bio istražiti koje su dominantne percipirane koristi u kupnji parfema i proizvoda dekorativne kozmetike putem interneta, koja je dimenzija percipiranog rizika dominantna kod potrošača u navedenoj situaciji, te usporediti u kojoj od ove dvije kategorije proizvoda su izraženije koristi od kupnje putem interneta, a u kojoj rizici. Prema dobivenim rezultatima ustanovljeno je da potrošači više percipiraju koristi od rizika i kod kupnje parfema i kod kupnje proizvoda dekorativne kozmetike putem interneta. Također, ustanovljeno je i da ispitanici više percipiraju koristi kod kupnje dekorativne kozmetike nego parfema te da više percipiraju rizike kod kupnje parfema nego proizvoda dekorativne kozmetike putem interneta.

Abstract (english)

The subject of this thesis is the perceived benefits and perceived risks associated with purchasing perfumes and decorative cosmetics online. Online shopping is more popular today than ever before (Statista, 2022), offering numerous advantages as well as risks that consumers face when choosing to shop online. Therefore, it is crucial to investigate and understand which perceived benefits encourage, and which perceived risks discourage consumers from purchasing specific product categories such as perfumes and decorative cosmetics. For the purpose of this thesis, a survey was conducted online, involving 100 respondents who had purchased perfumes and decorative cosmetics online at least once. The survey explored the perceived benefits of online shopping for perfumes and decorative cosmetics, covering four dimensions: ease of purchase, convenience, product selection, and hedonic value. When examining the perceived risks of purchasing these products online, measurement scales were used to test functional, financial, time, social, information, fraud, privacy, and delivery risks. The primary goal of this thesis was to identify the dominant perceived benefits in online shopping for perfumes and decorative cosmetics, determine which dimension of perceived risk is most prevalent among consumers in this context, and compare which of these two product categories exhibits stronger perceived benefits versus risks. The results revealed that consumers perceive more benefits than risks in both online perfume and decorative cosmetics purchases. Additionally, it was found that respondents perceive more benefits when purchasing decorative cosmetics than perfumes and more risks when purchasing perfumes than decorative cosmetics online.

• Keywords: percipirana korist; percipirani rizik; parfemi i proizvodi dekorativne kozmetike; internet; ponašanje potrošača
• Keywords (english): perceived benefit; perceived risk; perfumes and decorative cosmetics; internet; consumer behavior
• Language: croatian
• URN:NBN: urn:nbn:hr:148:261916
• 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: 2024-10-02 09:06:14