Utjecaj COVID-19 pandemije na ponašanje potrošača na primjeru e-prodavaonice namještaja

master's thesis

• Title (english): The influence of the COVID-19 pandemic on consumer behavior on the example of e-furniture store
• Author: Ivona Tipurić
• Mentor: Blaženka Knežević (mentor); MBZ: 246630
• Committee member: Dario Dunković (predsjednik povjerenstva)
• Committee member: Helena Nikolić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2021-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

U radu se istražuju teorijske pretpostavke i određenja e-trgovine i digitalnih platformi te se prikazuje utjecaj COVID-19 pandemije na ponašanje potrošača na primjeru e-prodavaonice poduzeća IKEA. Istraživanje ponašanja potrošača provedeno je putem anketnog upitnika na primjeru IKEA e-prodavaonice za vrijeme COVID-19 pandemije pokazalo je kako potrošači i dalje preferiraju fizički odlazak u prodavaonicu. Najviše zadovoljstva prilikom online kupovine kupci su pokazali u području sigurnosti i načinom plaćanja što svakako doprinosi ugledu IKEA e-trgovine, no svakako treba poraditi na boljoj i efikasnoj komunikaciji između određenih odjela - kontaktni centar, skladište, administracija web prodavaonice.

Abstract (english)

The paper investigates the theoretical assumptions and definitions of e-commerce and digital platforms and presents the impact of the COVID-19 pandemic on consumer behavior on the example of the IKEA e-shop. A survey of consumer behavior on the example of the IKEA e-shop during the COVID-19 pandemic showed that consumers still prefer to physically go to the store. Customers have shown the greatest satisfaction with online shopping in the area of security and payment methods, which certainly contributes to the reputation of IKEA e-commerce, but we should definitely work on better and more efficient communication between certain departments - call center, warehouse, web shop administration.

• Keywords: e-trgovina; digitalne platforme; ponašanje potrošača; IKEA; istraživanje
• Keywords (english): e-commerce; digital platforms; consumer behavior; IKEA; research
• Language: croatian
• URN:NBN: urn:nbn:hr:148:764959
• Study programme: Title: 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 students and staff of home institution
• Created on: 2021-09-30 15:01:17