Uloga elektroničke usmene predaje u procesu donošenja odluke o kupnji mobilnih uređaja putem interneta

master's thesis

• Title (english): The role of electronic word of mouth in the decision making process of purchasing mobile devices via the Internet
• Author: Sara Ludaš
• Mentor: Sandra Horvat (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Predmet rada je uloga elektroničke usmene predaje u procesu donošenja odluke o kupnji mobilnih uređaja putem interneta. Internet i globalna digitalizacija su omogućili potrošačima mnoštvo opcija putem kojih mogu dijeliti svoja mišljenja i recenzije o određenom proizvodu ili uslugama. Izuzev uobičajene usmene predaje na koju su bili naviknuti, sada im je omogućena i elektronička usmena predaja. Popularizacija društvenih mreža, foruma i blogova, povećava i interes za elektroničkom usmenom predajom kao ključnim čimbenikom unutar procesa odluke o kupnji. Danas svaka osoba može podijeliti svoje mišljenje putem interneta bilo javno ili anonimno što uvelike utječe na kredibilitet i vjerodostojnost elektroničke usmene predaje. Potrošači moraju sami procijeniti vjerodostojnost internetskih recenzija te ostale čimbenike i sukladno tome donijeti odluku o kupnji. Online recenzije pomažu potrošaču skupiti sve najbitnije informacije o mobilnim uređajima (i ostalim proizvodima) kako bi mogli donijeti najoptimalniju odluku prije kupnje. Ciljevi rada su definirati i objasniti elektroničku usmenu predaju, faze procesa donošenja odluke o kupnji putem interneta te ispitati ulogu elektroničke usmene predaje prilikom kupnje mobilnih uređaja putem interneta. U svrhu izrade diplomskog rada provedeno je primarno istraživanje putem online anketnog upitnika. Glavni čimbenici koji su proučavani unutar diplomskog rada su: kredibilitet, stil izražavanja, stručnost i pouzdanost recenzenta, homofilija, kvaliteta informacija unutar internetske recenzije, usvajanje elektroničke usmene predaje i uključenost u elektroničku usmenu predaju. Rezultati su pokazali kako kredibilitet, stil izražavanja, stručnost i pouzdanost recenzenta, homofilija, kvaliteta informacija unutar internetske recenzije, usvajanje elektroničke usmene predaje i uključenost u elektroničku usmenu predaju pozitivno imaju značajnu ulogu u procesu odluke o kupnji mobilnog uređaja putem interneta.

Abstract (english)

The subject of the paper is the role of electronic word of mouth in the decision-making process for purchasing mobile devices over the Internet. The Internet and the digitalization of the world have provided consumers with many options through which they can share their opinions and reviews about a particular product or service. Except for the usual oral presentation, which they are used to, now they are also enabled to do electronic word of mouth. The popularization of social networks, forums and blogs increases the interest in electronic word of mouth as a key factor in the purchase decision process. Today, any person can share their opinion on the Internet either publicly or anonymously. This greatly affects the credibility and credibility of electronic word of mouth. Consumers must assess the credibility and other factors themselves and make their purchase decision accordingly. Online reviews help the consumer gather all the most important information about mobile devices (and other products) so that they can make the most optimal decision before buying. The goals of this thesis were to define and explain electronic word of mouth, the stages of the decision-making process in online purchases, and to examine the role of electronic word of mouth when purchasing mobile devices online. For the purpose of the thesis, primary research was conducted in the form of an anonymous questionnaire. The main factors studied within the thesis: credibility, style of expression, expertise and reliability of reviewers, homophily, quality of information within online reviews, adoption of electronic word of mouth and involvement in electronic word of mouth The results showed that the credibility, style of expression, expertise and reliability of the reviewer, homophily, quality of information within the online review, adoption of electronic word of mouth and involvement in electronic word of mouth have significant role in the process of purchasing a mobile device online.

• Keywords: elektronička usmena predaja; proces donošenja odluke o kupnji; mobilni uređaji; kupovina putem interneta
• Keywords (english): electronic word of mouth; the process of making a purchase decision; mobile devices; online shopping
• Language: croatian
• URN:NBN: urn:nbn:hr:148:095213
• 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: 2023-09-27 15:28:32