Title Čimbenici utjecaja na impulzivnu online kupovinu u modnoj industriji Title (english) Determinants of impulsive online shopping in the fashion industry Author Ana Petrović Mentor Sandra Horvat (mentor)Committee member Tanja Komarac (predsjednik povjerenstva) Granter University of Zagreb Defense date and country 2021-09-09, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Impulzivna kupovina složeno je područje istraživanja, a tomu je pridonijela činjenica kako ju je nemoguće generalizirati. Ona ovisi o internim i eksternim čimbenicima koji mogu biti drugačiji za svakog kupca. Pojedini segmenti impulzivne kupovine učestalim istraživanjem uspješno su definirani, no razvojem tehnologije i interneta pojavila se online kupovina koja svakodnevno postaje sve popularnija. Novo online okruženje dovelo je do razvoja impulzivne online kupovine u kojoj potrošači često mogu izgubiti kontrolu nad vlastitim ponašanjem. Čimbenici koji potiču i obeshrabruju online impulzivno ponašanje, drugačiji su od onih s kojima se potrošači susreću i suočavaju u fizičkim prodavaonicama. Njihov učinak također se razlikuje od potrošača do potrošača, a kada je u pitanju modna industrija, potrošači sve češće kupuju impulzivno. Online kupovina odjeće i obuće, u 2020. godini, na globalnoj razini ostvarila je najveći porast, a društveni mediji postali su novi alati za dosezanje i poticanje kupaca na impulzivnost. Upravo stoga su ciljevi rada odrediti u kojoj mjeri online kanal prodaje potiče impulzivnost potrošača pri kupnji modnih proizvoda, ispitati čimbenike koji potiču ili ograničavaju impulzivnu online kupovinu u modnoj industriji te istražiti ulogu društvenih mreža u poticanju online impulzivnosti potrošača kod kupnje modnih proizvoda. Empirijsko istraživanje provedeno je online putem anketnog upitnika na uzorku od 203 ispitanika koji su nekoliko puta modne proizvode kupili online. Rezultati pokazuju kako većina ispitanika i dalje preferira offline kanale prodaje koji djeluju sigurnije i stimuliraju svih pet osjetila. Također, ispitanici poticajne faktore definirane na temelju prethodnih istraživanja ne doživljavaju kao čimbenike koji bi potaknuli njihovo impulzivno ponašanje, dok obeshrabrujući čimbenici imaju značajniju ulogu u konačnom ishodu kupovine. Oni su najčešći razlog zašto se ispitanici ne bi upustili u online kupovinu, stoga je i time smanjeno njihovo impulzivno ponašanje. U konačnici, društveni mediji kod hrvatskih potrošača još uvijek ne potiču impulzivnu kupovinu i koriste se primarno kao inspirativni kanal.
Abstract (english) Impulsive shopping is a complex research area and the fact that it is impossible to generalize consumer behaviour has contributed to this complexity. Impulsive shopping depends on internal and external factors that may be different for each customer. Individual segments of impulsive shopping propensity have been successfully defined by frequent research, but with the development of technology and the Internet, online shopping has emerged and is becoming increasingly popular. The new online environment has led to the development of impulsive online shopping in which consumers can often lose control of their own behavior. Factors that encourage and discourage online impulsive behavior are different from those consumers encounter in physical stores. Their performance also varies from consumer to consumer. When it comes to the fashion industry, consumers are increasingly buying impulsively. Thus, in 2020, online shopping for clothing and footwear, on a global scale, recorded the largest growth, and social networks are becoming new tools to reach and encourage customers to be impulsive. This thesis has three goals, namely: to determine the extent to which the online sales channel encourages consumer impulsiveness when buying fashion products, to examine the factors that encourage or discourage impulsive online shopping in the fashion industry and to explore the role of social network in encouraging online consumer impulsiveness when buying fashion products. The empirical research was conducted in the form of an online survey on a sample of 203 respondents who have prior experience in online shopping for fashion products. It has been shown that most respondents still prefer offline sales channels due to security reasons and stimulation of all five senses. Also, respondents do not perceive previously defined incentive factors as factors that would encourage their impulsive behavior, while discouraging factors have an important role in the final outcome of the purchase i.e., not engaging in online shopping, thus reducing their impulsive behavior as well. Ultimately, social media still does not encourage impulsive shopping among Croatian consumers and is mainly used as an inspirational channel.
Keywords
impulzivna kupovina
online kupovina
impulzivna online kupovina
impulzivno ponašanje potrošača
poticajni i obeshrabrujući čimbenici online impulzivne kupovine
društveni mediji
modna industrija.
Keywords (english)
impulsive shopping
online shopping
impulsive online shopping
impulsive consumer behavior
stimulating and discouraging factors of online impulsive shopping
social networks
fashion industry.
Language croatian URN:NBN urn:nbn:hr:148:207906 Study programme Title: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2021-09-09 09:36:55
