Uloga atmosfere mobilne aplikacije kod namjere kupnje modnih proizvoda

master's thesis

• Title (english): The role of mobile application atmosphere in purchase intention of fashion products
• Author: Ružica Matić
• Mentor: Tanja Komarac (mentor)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U modernom dobu sve veći broj potrošača okreće se mobilnim aplikacijama kao ključnom alatu za kupovinu. Rad istražuje ulogu atmosfere modnih mobilnih aplikacija u namjeri kupovine modnih proizvoda. Cilj je rada bio istražiti kakvu ulogu ima atmosfera mobilne aplikacije u procese donošenja odluke potrošača pri kupnji modnih proizvoda. Kroz analizu razvoja mobilne trgovine i koncepta mobilnih aplikacija, rad razmatra značajke mobilnih aplikacija za kupovinu modnih proizvoda. Također, istražuje se pojam atmosfere kao ključnog elementa mobilnih usluga, s fokusom na čimbenike atmosfere mobilne aplikacije. S brzim porastom broja korisnika pametnih telefona, mobilne aplikacije omogućile su velike promjene u maloprodaji. Iz literature je poznato da korisnici mobilnih aplikacija, očekuju da aplikacija ima atmosferu, te da bi mobilne aplikacije trebala biti strateški dizajnirana kako bi se generirali poželjni odgovori kupaca. Iako prethodna istraživanja potvrdila utjecaj atmosfere u maloprodaji na ponašanje potrošača pri kupnji, malo je empirijskih istraživanja atmosfere mobilne aplikacije iako je ona prisutna. Provedeno je primarno istraživanje na namjernom, prigodnom uzorku 203 ispitanika istraživanje. Rezultati su pokazali da atmosfera mobilne aplikacije ima značajan utjecaj na potrošačeve namjere pri kupnji modnih proizvoda. Ključnu ulogu u stvaranju pozitivnog korisničkog iskustva ima privlačan dizajn, interaktivnost te osjećaj zabave i uživanja.

Abstract (english)

In the modern age, an increasing number of consumers are turning to mobile applications as a key tool for shopping. The paper investigates the role of the atmosphere of fashion mobile applications in the intention to purchase fashion products. The goal of the paper was to investigate what role the atmosphere of the mobile application plays in the decision-making processes of consumers when purchasing fashion products. Through the analysis of the development of mobile commerce and the concept of mobile applications, the paper considers the features of mobile applications for shopping fashion products. Also, the concept of atmosphere as a key element of mobile services is explored, with a focus on the factors of the atmosphere of a mobile application. With the rapid increase in the number of smartphone users, mobile applications have enabled major changes in retail. It is known from the literature that users of mobile applications expect the application to have an atmosphere, and that mobile applications should be strategically designed to generate desirable customer responses. Although previous research has confirmed the influence of retail atmosphere on consumer purchasing behavior, there is little empirical research on mobile application atmosphere, although it is present. The primary research was conducted on a purposeful, convenient sample of 203 survey respondents. The results showed that the atmosphere of the mobile application has a significant influence on the consumer's intentions when purchasing fashion products. Attractive design, interactivity, and a sense of fun and enjoyment play a key role in creating a positive user experience.

• Keywords: mobilne aplikacije; mobilna trgovina; atmosfera mobilnih aplikacija; čimbenici atmosfere mobilnih aplikacija
• Keywords (english): mobile applications; mobile commerce; atmosphere of mobile applications; factors of mobile application atmosphere
• Language: croatian
• URN:NBN: urn:nbn:hr:148:311568
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-29 11:30:42