Uloga online recenzija u procesu donošenja odluke o kupnji proizvoda u modnim aplikacijama

master's thesis

• Title (english): The role of online reviews in conusmer´s purchasnig decisions in fashion applications
• Author: Petra Marković
• Mentor: Vatroslav Škare (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2022-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Razvojem interneta korisnicima je omogućeno kreiranje sadržaja i njihovo dijeljenje. Samim time omogućeno je iznošenje osobnog mišljenja o određenim proizvodima i uslugama koje korisnici interneta međusobno dijele putem društvenih medija odnosno društvenih mreža, foruma, blogova, na način elektroničke komunikacije od usta do usta. U današnje vrijeme svakom korisniku interneta je omogućeno izražavanje vlastitog mišljenja te na taj način mogu utjecati na donošenje odluka prilikom kupovine modnog proizvoda. Potrošači prije kupovine modnih proizvoda u modnim aplikacijama traže i oslanjaju se na online recezije drugih potrošača kako bi smanjili percipirani rizik prilikom kupovine. Online recenzije služe potrošačima kao izvor informacija prije kupovine određenog modnog proizvoda. Cilj diplomskog rada je istražiti ulogu online recenzija u procesu donošenja odluke o kupnji proizvoda u modnim aplikacijama. Istraživanje je provedeno putem online anketnog upitnika. Kroz postavljena pitanja pokušao se doznati stav ispitanika o ulozi online recenzija pri kupovnom ponašanju u fazi traženja informacija o modnom proizvodu, koliki udio povjerenja potrošači pridaju napisanim online recenzijama kreiranim od strane korisnika te da li online recenzije smanjuju percipirani rizik u samome procesu kupnje putem interneta. Rezultati istraživanja potvrđuju stav ispitanika da su im online recenzije važne prilikom traženja informacija o modnom proizvodu, smanjuju korisnicima percipirani rizik prilikom donošenja odluke o kupnji proizvoda te online recenzije smatraju vjerodostojnima od marketinških aktivnosti.

Abstract (english)

With Internet’s development, consumers could start to generate their own content and with a few click share it with the whole world. Consumers get to express their opinions on certain products and services which they than share on social media, forums, blogs and electronic word of mouth. In today’s world every internet user gets to express its opinion and with expressing it they can affect other consumers decision when buying products online. Before buying, consumers search and rely on online reviews so that could lower perceived risk when shopping. Online reviews serve as a source of information before buying a certain fashion product. The goal of this paper is to explore the role of online reviews in the process of decision making when buying a fashion product in fashion applications. Research was carried out via web survey. The point of asked question was to find out consumers buying behavior when searching for product information, how much trust do consumers put into these users online reviews and if the online reviews lower the perceived risk in the buying process when buying products online. Research results confirm respondent’s attitude, which is that online reviews are very important when they search for information about a certain product. Also, online reviews lower the perceived risk when making the decision about buying a product. Respondents consider online reviews to be more trustworthy that marketing activities.

• Keywords: UGC; modne aplikacije; online recenzije; percipirani rizik
• Keywords (english): UGC; fashion applications; online reviews; perceived risk
• Language: croatian
• URN:NBN: urn:nbn:hr:148:034491
• 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 authenticated users
• Created on: 2022-10-03 09:34:42