Ewom influence through social networks on restaurant choice

master's thesis

• Title: Utjecaj elektroničke komunikacije od usta do usta putem društvenih mreža na izbor restorana
• Author: Ivana Beg
• Mentor: Morana Fudurić (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Društvene mreže postale su najvažniji medij za interakciju i razmjenu informacija. Kupci su sve više skloni tražiti savjete na internetu prije nego što donesu odluku o kupovini. Iz tog je razloga eWOM postao vrlo važan u procesu donošenja odluke o kupovini. Negativan eWOM je zbog svog utjecaja na potrošače ono što najviše brine poduzeća. Kako bi se izmjerila razina utjecaja eWOM na odluke potrošača, ovim se radom istražio utjecaj pozitivnog i negativnog eWOM-a na izbor restorana u Hrvatskoj. U tu svrhu ispitan je utjecaj različitih varijabli u odnosu na pozitivan i negativan eWOM. Istraživanje je provedeno putem web ankete na društvenim mrežama. Rezultati istraživanja pokazali su povezanost eWOM-a, povjerenja i stava sa namjerom odlaska u restoran. Zanimljiva činjenica jest da je i negativan eWOM u pozitivnoj relaciji sa namjerom odlaska u restoran. Oba eWOM-a imaju snažan utjecaj na kreiranje stavova a pozitivan stav je presudan prilikom izbora restorana. Ovakvi rezultati potvrđuju kako suvremeni potrošači nisu skloni vjerovati baš svim informacijama koje su im prezentirane, a često, kako bi dokazali suprotno, sami provode dodatna istraživanja

Abstract (english)

Social network sites have become the most important medium for pepole to interact and share informations. Customers tend to search for advice online before they make purchase decision. That is why eWOM has become so important in purcase descision process. Negative eWOM is the most concerned issue for the firms because of it's great impact on consumers. To investigate the extent to which eWOM influences buyer's choice, the influence of both positive and negative eWOM on restaurant choice in Croatia was explored. For this purpose the influence of various variables in relation to positive and negative eWOM was explored. The research was conducted through a websurvey on social networks. The results showed a positive correlation of eWOM, trust and attitude toward the purchase intention. Interestingly, the research also showed positive correlation of negative eWOM and purchase intention. Both, positive and negative eWOM have high influence on forming an attitude and positive attitude is crucial when choosing a restaurant. Results of this research confirm that modern consumers do not tend to believe in every information that they are presented with and to prove the contrary they often carry out additional research by themselves.

• Keywords: pozitivni; negativni; WOM; eWOM; društvene mreže; namjera kupovine
• Keywords (english): positive; negative; WOM; eWOM; social networks; purchase intention
• Language: croatian
• URN:NBN: urn:nbn:hr:148:906934
• Study programme: Title: Poslovna ekonomija; Study programme type: sveučilišni; Study level: diplomski; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Restricted access
• Created on: 2016-11-15 18:21:18