Percipirani rizici i koristi u kupnji pametnih telefona putem interneta

graduate thesis

• Title (english): Perceived risks and benefits of buying smartphones online
• Author: Maja Lažnjak
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-10-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Istraživanje o percipiranim rizicima i koristima u kupnji pametnih telefona putem interneta pridonosi boljem razumijevanju ponašanja potrošača u digitalnom okruženju. Jedna od glavnih percipiranih koristi odnosi se na mogućnost ostvarivanja dodatnih pogodnosti ili popusta pri kupnji pametnih telefona putem interneta te praktičnost ovog načina kupnje za osobe s ograničenim vremenom ili mobilnošću kako bi se izbjegle gužve u fizičkim prodavaonicama..
Nadalje, percipirani rizici u online kupnji pametnih telefona uključuju zabrinutost zbog mogućih prijevara i neautentičnosti proizvoda. Ispitanici su ocijenili percipirane rizike kupnje pametnih telefona putem interneta kao prihvatljive. Glavni rizik odnosi se na strah od oštećenja ili zagubljenog pametnog telefona pri kupnji putem interneta. Postoji i zabrinutost zbog percepcije drugih ljudi jer neki potrošači osjećaju društveni pritisak kada biraju pametni telefon putem interneta, što može utjecati na njihovo zadovoljstvo.
Unatoč ovim rizicima, kupnja pametnih telefona putem interneta i dalje je popularan izbor zbog brojnih prednosti koje nudi.

Abstract (english)

Research on the perceived risks and benefits of purchasing smartphones online contributes to a better understanding of consumer behaviour in the digital environment. One of the main perceived benefits relates to the possibility of obtaining additional benefits or discounts when buying smartphones online, and the convenience of this method of purchase for people with limited time or mobility to avoid crowds in physical stores.
Furthermore, perceived risks in online smartphone purchases include concerns about potential fraud and product inauthenticity. Respondents rated the perceived risks of buying smartphones online as acceptable. The main risk is related to the fear of damage or misplaced smartphone when shopping online. There is also concern about other people's perceptions as some consumers feel social pressure when choosing a smartphone online, which can affect their satisfaction.
Despite these risks, buying smartphones online continues to be a popular choice due to the many benefits it offers.

• Keywords: pametni telefon; e-kupnja; percipirani rizici; percipirane koristi; internet
• Keywords (english): smartphone; e-purchase; perceived risks; perceived benefits; Internet
• Language: croatian
• URN:NBN: urn:nbn:hr:148:009992
• 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: Open access
• Created on: 2024-10-25 16:47:58