Utjecaj pandemije Covid-19 na ponašanje potrošača u sklopu platformske ekonomije

master's thesis

• Title (english): The impact of Covid-19 pandemic on consumer behavior within the platform economy
• Author: Franjo Levanić
• Mentor: Mate Damić (mentor)
• Committee member: Mate Damić (predsjednik povjerenstva)
• Committee member: Blaženka Knežević (član povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2023-01-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Pojava pandemije Covid-19 i javnozdravstvene mjere koje su uvedene zbog sprječavanja
širenja virusa ostavile su značajan trag na ponašanje potrošača diljem svijeta. Uvedene su ,
mjere poput: održavanje međusobnog razmaka, obavezno nošenje zaštitnih maski te
djelomično zatvaranje trgovačkih centara. Potrošači su tako „prisiljeni“ okrenuti se novim
kanalima distribucije tj. Platformskoj ekonomiji.

Platformska ekonomija kao nov model predstavlja ekonomsku aktivnost koju značajno
olakšava online tehnološki okviri današnjice i omogućava učinkovitije korištenje kapaciteta.
Fokus se stavlja na računalne sustave čija je uloga umrežavanje i povezivanje te pružanje
usluga u kojoj se omogućava povezivanje, dijeljenje resursa ili prodaju proizvoda između
potrošača, raznih tvrtki i poduzetnika. Prema tome cilj ovog rada je analizirati kako i na koji
način je pandemija bolesti COVID-19 utjecala na ponašanje potrošača u sklopu platformske
ekonomije.

U radu je korišten anketni upitnik kao temelj prikupljanja podataka o promjeni ponašanja
potrošača tijekom pandemije Covid-19. Sastavljen je korištenjem validiranih mjernih ljestvica
preuzetih iz relevantne znanstvene literature. U svrhu obrade i prezentiranja podataka
dobivenih znanstvenim istraživanjem koriste se metode deskriptivne statistike. Ograničenje
istraživanja su metode koje su korištene u radu te mali uzorak.

Abstract (english)

The emergence of the Covid-19 pandemic and the public health measures that were
introduced to prevent the spread of the virus left a significant mark on consumer behavior
around the world. Measures such as: maintaining mutual distance, mandatory wearing of
protective masks and partial closure of shopping centers have been introduced. Consumers are
thus "forced" to turn to new distribution channels, i.e. the Platform Economy.

The platform economy as a new model represents an economic activity that is significantly
facilitated by today's online technological frameworks and enables more efficient use of
capacity. The focus is on computer systems whose role is networking and connection and the
provision of services that enable connection, sharing of resources or sale of products between
consumers, various companies and entrepreneurs.
Therefore, the goal of this paper is to analyze how and in what way the Covid-19 disease
pandemic affected consumer behavior within the platform economy.

The paper used a survey questionnaire as the basis for collecting data on the change in
consumer behavior during the Covid-19 pandemic. It was compiled using validated
measurement scales taken from the relevant scientific literature. For the purpose of processing
and presenting data obtained through scientific research, descriptive statistical methods should
be used. The limitations of the research are the methods used in the work and the small
sample.

• Keywords: ponašanje potrošača; ekonomija; platformska ekonomija; pandemija COVID-19
• Keywords (english): consumer behavior; economy; platform economy; pandemic Covid-19
• Language: croatian
• URN:NBN: urn:nbn:hr:148:687395
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-01-24 10:17:24