Percipirana vrijednost i percipirani rizici u kupnji električnih automobila

master's thesis

• Title (english): Perceived value and perceived risks in the purchase of electric cars
• Author: Petar Slapničar
• 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: 2023-02-03, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Doprinos ovog rada ogleda se u indikativnim spoznajama koje se tiču percipirane vrijednosti i percipiranih rizika u kupnji električnih automobila. Kroz provedeno istraživanje se došlo do saznanja s kojim rizicima se potencijalni kupci suočavaju u kupnji električnih automobila, kao i što za njih predstavlja percipirana vrijednost u ovom slučaju. Sva ta saznanja su od koristi kako za prodavače, tako i za proizvođače električnih automobila. Percipirana vrijednost se najčešće opisuje kao razlika između kupčeve procjene svih dobiti i svih troškova određene ponude i percepcije mogućih alternativa. Percipirani rizik je potrošačeva procjena vjerojatnosti nastanka negativnih posljedica uslijed kupovine električnih automobila. Istraživanje provedeno za potrebe izrade ovog diplomskog rada je pokazalo da najveću prepreku za kupce predstavlja percipirana financijska vrijednost i percipirani financijski rizik. Kupci još uvijek nisu spremni izdvojiti veću svotu novca za kupnju električnih automobila. Tek nakon toga, u određenoj mjeri izražavaju zabrinutost koja se odnosi na funkcionalnosti električnog automobila. Ostale percipirane vrijednosti i rizici nisu negativno izražene od strane ispitanika i uglavnom ne predstavljaju probleme koji bi ih spriječili da kupe električni automobil.

Abstract (english)

The contribution of this paper is reflected in the indicative findings regarding the perceived value and perceived risks in the purchase of electric cars. Through the conducted research, it was found out what risks potential buyers face in buying electric cars, as well as what is the perceived value for them in this case. All this knowledge is useful for both sellers and manufacturers of electric cars. Perceived value is most often described as the difference between a customer’s estimate of all benefits and all costs of a particular offer and the perception of possible alternatives. Perceived risk is the consumer's assessment of the likelihood of negativity that will occur when purchasing a product. Research conducted for the purpose of this thesis has shown that the biggest barriers for customers are perceived financial value and perceived financial risk. They are simply not yet ready to set aside a larger sum of money to buy this car. Only after that, they express some concerns about the functionality of the electric car. Other perceived values and risks are not negatively expressed by respondents and generally do not pose problems that would prevent them from buying an electric car.

• Keywords: percipirana vrijednost; percipirani rizik; električni automobil
• Keywords (english): perceived value; perceived risk; electric cars
• Language: croatian
• URN:NBN: urn:nbn:hr:148:361663
• Study programme: Title: Business 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: 2023-02-09 10:12:43