Utjecaj mobilnih aplikacija na proces kupnje proizvoda kod mladih potrošača

master's thesis

• Title (english): The impact of mobile applications on product purchasing of young consumers
• Author: Ana Kovač
• Mentor: Sanda Renko (mentor)
• Committee member: Kristina Petljak (predsjednik povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2020-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Ovaj diplomski rad razmatra utjecaj mobilnih aplikacija na proces kupnje proizvoda kod mladih potrošača. Svake godine broj kupaca koji kupuje preko interneta koristeći osobno računalo, tablet ili pametni telefon je u konstantnom porastu. Živimo u dobu u kojem tehnologija stalno napreduje pa se tako elektronička trgovina sve više odvija putem pametnih telefona te se naziva mobilnom trgovinom. U radu su opisani pojmovi mobilne trgovine i mobilnog poslovanja te njihova međusobna povezanost. Sa sve naprednijim razvojem mobilne tehnologije dolazi i do pojava mobilnih aplikacija koje znatno olakšavaju izvršavanje određenih zadataka. Samim time u radu je objašnjena svrha mobilnih aplikacija, aplikacije koje se koriste pri kupnji maloprodajnih proizvoda, prednosti i nedostaci mobilnih aplikacija te korištenje aplikacija u Hrvatskoj.
Istraživanje provedeno metodom anketiranja prikazuje percepciju mladih o korištenju, odnosno utjecaju mobilnih aplikacija pri kupnji određenog proizvoda. Motiv istraživanja je saznati olakšavaju li mobilne aplikacije kupovinu preko interneta i koriste li ih mladi potrošači na svojim pametnim telefonima pri kupnji proizvoda. Cilj je istražiti povezanost mobilnih aplikacija i proces kupnje, odnosno saznati pridonose li mobilne aplikacije procesu kupnje proizvoda. U posljednjem poglavlju temeljem dobivenih rezultata iz anketnog upitnika donijet je i odgovarajući zaključak.

Abstract (english)

The thesis examines the impact of mobile applications on the product purchase process for young consumers. Every year, the number of customers who buy online using a personal computer, tablet, or smartphone is constantly increasing. We live in an age where technology is constantly advancing; therefore, smartphones are increasingly becoming a preferable choice for e-commerce, and the entire process is known under the term mobile commerce. This thesis will describe the concepts of mobile commerce and mobile business and their interconnections. With the advanced development of mobile technology, mobile applications are emerging in great numbers, facilitating the performance of certain tasks. Mobile applications used in the purchase of retail products, the advantages and disadvantages of mobile applications and the use of the application in Croatia will be further explained in the course of this thesis.
Research conducted through the survey method shows young people's perception of the use or impact of mobile applications when purchasing a particular product. The main motive for this research is to find out whether mobile apps facilitate the process of buying and whether they are used by young consumers on their smartphones when buying products. The goal is to investigate mobile app connectivity and the buying process and find out if mobile apps are contributing to the product purchase process. In the last chapter, based on the results obtained from the questionnaire, the appropriate conclusions will be drawn.

• Keywords: pametni telefoni; mobilna tehnologija; mobilna trgovina; mobilno poslovanje; mobilne aplikacije
• Keywords (english): smartphones; mobile technology; mobile commerce; mobile business; mobile applications
• Language: croatian
• URN:NBN: urn:nbn:hr:148:792839
• Study programme: Title: Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-09-28 15:39:18