Uloga online recenzija u kupnji kozmetičkih i modnih proizvoda putem interneta

master's thesis

• Title (english): The role of online reviews in online purchasing of cosmetic and fashion products
• Author: Ružica Duvnjak
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Internet je potrošačima omogućio dijeljenje recenzija i osobnih mišljenja o određenom proizvodu i usluzi, odnosno omogućena im je elektronička komunikacija od usta do usta. Rastom komunikacije putem društvenim medija, foruma i blogova, povećao se i interes za elektroničkom komunikacijom od usta do usta. U današnje vrijeme svatko može podijeliti svoje mišljenje o određenom proizvodu i usluzi te na taj način utjecati na odluke drugih potrošača putem elektroničke komunikacije od usta do usta. Potrošači koji obavljaju kupnju putem interneta oslanjaju se na recenzije drugih potrošača kako bi ocijenili kvalitetu proizvoda. Online recenzije pomažu korisnicima da dobiju potrebne informacije o bilo kojem proizvodu kroz različita iskustva prethodnih kupaca. Cilj diplomskog rada je istražiti ulogu online recenzija pri kupnji kozmetičkih i modnih proizvoda putem interneta. U svrhu izrade diplomskog rada provedeno je primarno istraživanje uz anketni upitnik kao mjerni instrument. Kroz postavljena pitanja i tvrdnje pokušao se doznati stav ispitanika prema online recenzijama pri kupnji kozmetičkih i modnih proizvoda putem interneta te kakva je njihova uloga u kupovnom procesu te kada i gdje najviše čitaju online recenzije kada je riječ o kozmetičkim i modnih proizvodima. Istraživanjem se može utvrditi kako su online recenzije važne pri donošenju odluke o kupnji kozmetičkih i modnih proizvoda putem interneta. Ispitanici online recenzije smatraju korisnima te im one olakšavaju donošenje odluke o kupnji kozmetičkih i modnih proizvoda putem interneta.

Abstract (english)

The Internet has enabled consumers to share reviews and personal opinions about a particular product and service, i.e. electronic word-of-mouth communication has been enabled. With the growth of communication through social media, forums and blogs, the interest in electronic word-of-mouth communication, has also increased. Nowadays, everyone can share their opinion about a particular product and service and thus influence the decisions of other consumers through electronic word-of-mouth communications. Consumers making purchases online rely on other consumers' reviews to judge the quality of the product. Online reviews help users get the necessary information about any product through the various experiences of previous customers. The aim of the thesis is to investigate the role of online reviews when purchasing cosmetic and fashion products online. For the purpose of the research, primary research was conducted with a survey questionnaire as a measuring instrument. For the purpose of the research, primary research was conducted with a survey questionnaire as a measuring instrument. Through the questions and statements, an attempt was made to find out the respondents' attitude towards online reviews when buying cosmetic and fashion products online, what their role is in the purchase process, and when and where they read the most online reviews when it comes to cosmetic and fashion products. The research can determine how important online reviews are when making a decision to buy cosmetic and fashion products online. Respondents consider online reviews useful as they facilitate and help them make decisions about purchasing cosmetic and fashion products online.

• Keywords: elektronička komunikacija od usta do usta; online recenzije; internet
• Keywords (english): electronic word of mouth; online reviews; internet
• Language: croatian
• URN:NBN: urn:nbn:hr:148:102980
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica digitalnog marketinga (stručni/a specijalist/specijalistica digitalnog marketinga)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-10-03 07:17:22