Percipirane koristi i povjerenje prema mobilnim aplikacijama kao čimbenici namjere kupnje odjeće putem modnih aplikacija

master's thesis

• Title (english): Perceived benefits and trust in mobile applications as determinants of purchase intention for clothing via fashion applications
• Author: Anja Biruš
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Kupnja odjeće putem modnih aplikacija promijenila je način na koji potrošači pristupaju modnom tržištu i samom procesu kupnje. Koncepti percipirane vrijednosti i percipirane koristi igraju ključnu ulogu u oblikovanju odluka potrošača te definiranju kako korisnici doživljavaju i cijene mobilne aplikacije kao alate za kupnju modnih proizvoda. Povjerenje potrošača prema mobilnim aplikacijama pak igra presudnu ulogu u oblikovanju njihovih namjera da koriste modne aplikacije za kupnju odjeće. Predmet ovog diplomskog rada su percipirane koristi i povjerenje potrošača prema mobilnim aplikacijama kao čimbenicima namjere kupnje odjeće putem modnih aplikacija. Cilj ovog diplomskog rada je istražiti ulogu percipirane koristi i povjerenja u namjeri kupnje odjeće putem modnih aplikacija. Rad obuhvaća i prikaz anketnog istraživanja provedenog na prigodnom uzorku od 120 ispitanika. Prema rezultatima anketnog istraživanja može se zaključiti kako su ispitanici svjesni svih vrijednosti i koristi koje ostvaruju kupnjom odjeće putem modne aplikacije te da je kupnja odjeće putem modnih aplikacija postala atraktivno i poželjno iskustvo za potrošače koje im ujedno pruža i zadovoljstvo i efikasnost

Abstract (english)

Buying clothes through fashion application has fundamentally transformed the way consumers interact with the fashion market and the buying process itself. The concepts of perceived value and perceived benefit play a key role in shaping consumer decisions and defining how users perceive and evaluate mobile applications as tools for fashion shopping. Consumers trust in mobile applications plays a crucial role in shaping their intentions to use fashion applications to purchase clothing. The subject of this thesis is the explore the perceived benefits and trust in mobile applications as factors of the intention to purchase clothing via fashion applications. The aim of this thesis is to investigate the role of perceived benefits and trust in the intention to purchase clothes through fashion applications. The thesis includes survey research conducted on a convenient sample of 120 respondents. Based on the results, it can be concluded that the respondents recognize all the values and benefits they gain from purchasing clothes through fashion applications, and that buying clothes through fashion applications has become an attractive and desirable experience for consumers, which also provides them with satisfaction and efficiency.

• Keywords: percipirane koristi; povjerenje potrošača; mobilne aplikacije; modne aplikacije; namjera kupnje
• Keywords (english): perceived benefits; consumer trust; mobile applications; fashion applications; purchase intention
• Language: croatian
• URN:NBN: urn:nbn:hr:148:528225
• 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: Access restricted to authenticated users
• Created on: 2024-09-19 17:09:59