Rastuća uloga elektroničke trgovine u maloprodaji odjeće ženama generacije Y

master's thesis

• Title (english): The growing role of electronic commerce in retail clothing for generation Y women
• Author: Iva Tomić
• Mentor: Blaženka Knežević (mentor)
• Committee member: Blaženka Knežević (predsjednik povjerenstva)
• Committee member: Nikola Knego (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: 2020-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U ovom diplomskom radu metodom anketiranja će se utvrditi kupovne navike, sklonost i stavovi žena generacije Y prema kupovini odjeće putem elektroničkih prodavaonica. Kako bi se utvrdila važnost i rastuća uloga elektroničke trgovine u maloprodaji odjeće navedenoj potrošačkoj skupini u radu će se koristiti anketom prikupljeni primarni podaci zajedno sa sekundarnim podacima dobivenim analizom literature.
Rad analizira evoluciju elektroničke trgovine, razlike u odnosu na tradicionalnu trgovinu, prednosti i nedostatke i njenu ulogu u današnjoj promjenjivoj i digitaliziranoj ekonomiji. Elektronička trgovina će se analizirati u području maloprodaje odjeće s obzirom na obilježja i trendove te industrije. Zatim će se objasniti karakteristike i ponašanje prilikom kupovine žena generacije Y obzirom da čine značajnu potrošačku skupinu na tržištu maloprodaje odjeće.
Nakon provedenog anketnog istraživanja na uzorku od dvjesto žena generacije Y, dobivenim rezultatima utvrđen je visok stupanj povjerenja pri obavljanju transakcija elektroničkim putem i često korištenje elektroničkih prodavaonica što ukazuje na važnost poslovanja putem Interneta. Također, istraživanjem su utvrđene preferencije i navike žena generacije Y prilikom kupovine, stoga je ključno prilagoditi strategiju poslovanja istima.

Abstract (english)

In this Master’s thesis, the survey method will be used to determine the shopping habits, preferences and attitudes of Generation Y women towards buying clothes through electronic commerce shops. In order to determine the importance and growing role of electronic commerce in the retail sale of clothing to this consumer group, the paper will use a survey collected primary data along with secondary data obtained from the literature analysis.
The paper analyzes the evolution of electronic commerce, differences in relation to traditional commerce, advantages and disadvantages and its role in today 's changing and digitalized economy. Electronic commerce will be analyzed in the field of clothing retail with regard to the characteristics and trends of the industry. The characteristics and behavior of Generation Y women when buying will then be explained, as they form a significant consumer group in the clothing retail market.
After conducting a survey on a sample of two hundred women of Generation Y, the results showed a high degree of trust in electronic payment transactions and the frequent use of electronic commerce, which indicates the importance of doing business online. Also, the research identified the preferences and habits of Generation Y women when shopping, so it is crucial to adjust the business strategy to them.

• Keywords: elektronička trgovina; maloprodaja odjeće; generacija Y; digitalizacija; Internet stvari
• Keywords (english): electronic commerce; clothing retail; generation Y; digitalization; Internet of Things
• Language: croatian
• URN:NBN: urn:nbn:hr:148:658311
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2020-10-01 21:36:00