Uloga recenzija online prodavaonica u formiranju odluka mladih potrošača u elektroničkoj maloprodaji u Hrvatskoj

master's thesis

• Title (english): The impact of online store reviews on young Croatian customers decision making in e-commerce
• Author: Dominik Dobrilović
• Mentor: Blaženka Knežević (mentor)
• Committee member: Dario Dunković (član povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2025-02-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Elektronička ili e-trgovina najnoviji je oblik trgovine. Danas je nezaobilazna te je dostupna u svakom kutku svijeta, a robu je moguće naručiti u nekoliko klikova. E-trgovina imala je velik utjecaj na konkurentnost poduzeća koji su je odlučili implementirati u svoj model poslovanja. U ovom diplomskom radu primarnim je istraživanjem putem anketnog upitnika proučeno na koji način recenzije utječu na odluke mladih potrošača u e-trgovini, a pritom su sekundarnim istraživanjem, korištenjem stručne i znanstvene literature, objašnjeni ključni pojmovi vezani uz ponašanje potrošača prilikom kupnje i e-trgovinu u svijetu i Hrvatskoj. Cilj ovog diplomskog rada istražiti je kakav utjecaj recenzije imaju na ponašanje mladih potrošača u e-trgovini, koliko često uopće koriste e-trgovinu te kupuju li prilikom svakog posjeta e-trgovini. Iz provedenog primarnog istraživanja, moguće je zaključiti da među mladim osobama postoji dobra razina svijesti o recenzijama. Recenzije u većini slučajeva služe kao čimbenik koji ima moć odvratiti od kupovine ili privući na kupovinu. Također, mogu utjecati i na razinu sredstava koju su osobe spremne potrošiti prilikom kupovine. Većina ispitanika nije spremna aktivno ostavljati recenzije proizvoda koje su kupili, ali ih relativno ažurno čitaju i u mnogim slučajevima na temelju njih odlučuju u e-trgovini

Abstract (english)

Electronic or e-commerce is the newest form of retail. Today it is considered unavoidable, it is available in every part of the world and the goods can be ordered in just a few clicks. E-commerce has had a huge influence on competitiveness of the companies which have decided to implement it in their business model. By using a survey as a primary research method, this master’s thesis will ascertain the way reviews influence young customers' decisions in e-commerce, while the secondary research method will use scientific and professional literature to explain key concepts regarding customer behavior during shopping and e-commerce in Croatia and the world. The aim of this master's thesis is to investigate the impact of reviews on young customers' behavior in e-commerce, how often they use e-commerce and whether they make a purchase on every visit to an e-store. Based on the conducted primary research, it is possible to conclude that there is a fair level of awareness about reviews among young people. In most cases, reviews serve as a factor that has the power to deter from a purchase or attract to it. They can also influence the amount of funds people are willing to spend on a purchase. However, the majority of the respondents are not ready to actively leave reviews about the products they have purchased, but they read them relatively often and in many cases make review-based decisions in e-commerce.

• Keywords: e-trgovina; recenzije; mladi potrošači
• Keywords (english): e-commerce; reviews; young customers
• Language: croatian
• URN:NBN: urn:nbn:hr:148:724420
• 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 authenticated users
• Created on: 2025-02-26 17:12:37