Vremenski rizik i utjecaj vremenskih prilika na potrošače u elektroničkoj trgovini

graduate thesis

• Title (english): Weather risk and the impact of weather conditions on consumers in e-commerce
• Author: Stela Mihaljević
• Mentor: Ivana Štulec (mentor)
• Committee member: Blaženka Knežević (član povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Trgovina predstavlja jednu od najvažniji gospodarskih djelatnosti. Radi se o djelatnosti koja
povezuje proizvođače i potrošače, a također ima i ključnu ulogu u gospodarstvu. Posljednjih
godina sve je češće moguće čuti kako se potrošači sve više okreću elektroničkoj trgovini.
Elektronička trgovina posljednjih je godina naglo porasla i postala veoma popularan način
kupovine među potrošačima, a prognoze pokazuju kako će se rastući trend nastaviti i u
budućnosti.
Vremenski rizik izravno ili neizravno utječe na mnoge djelatnosti i na mnoga poduzeća pa tako
nije stran pojam ni za poduzeća koja se bave maloprodajom, kako onom fizičkom tako i onom
online. Zbog sve većeg i vidljivijeg utjecaja klimatskih promjena na svakodnevne vremenske
prilike, ali i na poslovanje poduzeća dolazi do toga da su poduzeća počela pridavati sve veću
važnost vremenskom riziku. Kako bi poduzeća smanjila utjecaj vremenskog rizika na
poslovanje važno je da njime upravljaju. Poduzeća koja u svom poslovanju koriste vremenske
podatke u operativnom planiranju mogu smanjiti svoje troškove poslovanja te povećati svoje
prihode, a u konačnici i dobit.
Vremenske prilike utječu na raspoloženje potrošača, a raspoloženje potrošača utječe i definira
njihovo potrošačko ponašanje. Različiti vremenski uvjeti različito utječu na ponašanje
potrošača i njihove odluke pri kupnji, a samim tim i na potražnju i prodaju određenog proizvoda
ili usluge nevezano prodaje li poduzeće proizvod ili uslugu putem fizičke prodavaonice ili
online. Dok će neki meteorološki elementi poput sunca pozitivno utjecati na raspoloženje
potrošača i njegovu spremnost na potrošnu drugi će meteorološki elementi poput kiše negativno
utjecati na njegovo raspoloženje čime će se i njegovo ponašanje u kupovini razlikovati od onoga
kada sja sunce. Ovim radom želi se detaljnije istražiti utjecaj pojedinih vremenskih elemenata
na ponašanje potrošača u elektroničkoj trgovini.

Abstract (english)

Retail represents one of the most important economic activities. It is an activity that connects
producers and consumers, and also plays a key role in the economy. In recent years, it is more
and more common to hear that consumers are increasingly turning to electronic commerce.
Electronic commerce has grown rapidly in recent years and has become a very popular way of
shopping among consumers, and the growing trend will continue in the future.
Weather risk directly or indirectly affects many activities and many companies, so it is not a
strange term even for companies dealing with retail, both physical and online. Due to the
growing and more visible impact of climate change on everyday weather, as well as on business
operations, companies have begun to attach more and more importance to weather risk. In order
to reduce the impact of weather risk on business, it is important for companies to manage the
risk. Companies that use weather data in operational planning in their operations can reduce
their operating costs and increase their revenues, and in the end their profits.
Weather affect consumer mood, and consumer mood affects and defines consumer behavior.
Different weather conditions have different effects on the consumers behavior and their
purchasing decisions, and thus on the demand and sales of a particular product or service,
regardless the company sells the product or service through a physical store or online. While
some weather elements, such as the sun, will positively affect the consumer's mood and his
willingness to pay, other weather elements, such as rain, will negatively affect his mood, which
will make his purchase behavior different from when the sun is shining. The aim of this work
is to investigate in more detail the impact of certain weather elements on consumer behavior in
electronic commerce.

• Keywords: vremenske prilike; vremenski rizik; maloprodaja; elektronička trgovina; ponašanje potrošača
• Keywords (english): weather conditions; weather risk; retail; e-commerce; consumer behavior
• Language: croatian
• URN:NBN: urn:nbn:hr:148:264436
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: 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 students and staff of home institution
• Created on: 2024-09-25 19:18:54