Uloga osobnosti web stranice u formiranju stavova o e-trgovcu

graduate thesis

• Title (english): The role of website personality in forming attitudes about the e-merchant
• Author: Sonja Kramar
• Mentor: Sandra Horvat (mentor)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Morana Fudurić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-10-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Marke posjeduju osobnost koju potrošači koriste kao put za samoizražavanje ili da iskuse emocionalne prednosti po kojima se marka razlikuje od drugih. Osobnost marke važna je komponenta u kontekstu poslovanja putem interneta. Upravo je osobnost marke ta koja igra ključnu ulogu u formiranju potrošačevih stavova o e-trgovcu jer utječe na njihovu percepciju marke i stjecanju povjerenja prema marki. Jennifer L. Aaker je 1997. razvila teorijski okvir konstrukta osobnosti marke. Tijekom proteklog desetljeća njena ljestvica osobnosti bila je najčešće korištena ljestvica u akademskim i komercijalnim istraživanjima osobnosti marke. U istraživanju kojeg su proveli Laroche, Mazaheri i Shobeirin (2015.), a koje je podloga ovom istraživanju, korištena je spomenuta ljestvica. Korišteno je pet temeljnih dimenzija osobnosti marke koje utječu na kreiranje stavova potrošača o e-trgovcima: entuzijazam, neugodnost, iskrenost, čvrstoća i sofisticiranost. Promjene u ponašanju potrošača potaknute digitalnim razvojem pružile su velik broj prilika i izazova s kojima se nose poduzeća koja posluju putem interneta. Upravo iz tog razloga cilj ovog rada je istražiti kako uloga osobnosti web stranice utječe na formiranje potrošačevih stavova o e-trgovcima te na što e-trgovci trebaju posebno obratiti pažnju kako bi se istaknuli u masi veoma sličnih prodavača na tržištu i prilagodili svojim potrošačima. Provedeno je jednokratno empirijsko istraživanje na namjernom uzorku od 251 ispitanika putem anketnog upitnika. Rezultati pokazuju da je čvrstoća kao dimenzija osobnosti marke vrlo bitna ispitanicima te da ima ključnu ulogu u formiranju stavova o web stranici, dok se s druge strane dimenzija neugodnosti istaknula kao najniže ocijenjena.

Abstract (english)

Brands possess a personality that consumers use as a means of self-expression or to experience emotional benefits that set the brand apart from others. Brand personality is an important component in the context of online business. It is precisely the brand personality that plays a key role in shaping consumers' attitudes towards e-retailers, as it influences their perception of the brand and the trust they develop towards it. In 1997, Jennifer L. Aaker developed a theoretical framework for the construct of brand personality. Over the past decade, her personality scale has been the most used scale in academic and commercial research on brand personality. In the study conducted by Laroche, Mazaheri, and Shobeirin (2015), which serves as the basis for this research, the mentioned scale was used. The five core dimensions of brand personality that influence the formation of consumer attitudes towards e-retailers are: excitement, unpleasantness, sincerity, ruggedness, and sophistication. Changes in consumer behavior driven by digital development have provided many opportunities and challenges for businesses operating online. For this reason, the aim of this paper is to explore how the role of website personality influences the formation of consumer attitudes towards e-retailers and what e-retailers should particularly focus on in order to stand out in a market filled with very similar sellers and to adapt to their consumers. A one-time empirical study was conducted on a purposive sample of 251 respondents through a survey questionnaire. The results show that ruggedness as a brand personality dimension is very important to respondents and plays a key role in shaping attitudes toward the website, while on the other hand, the dimension of unpleasantness was rated the lowest.

• Keywords: ljestvica osobnosti marke; promjene u ponašanju kupaca; uloga osobnosti web stranice; formiranje stavova o e-trgovcu
• Keywords (english): brand personality scale; changes in customer behavior; role of website personality; formation of attitudes about e-merchant
• Language: croatian
• URN:NBN: urn:nbn:hr:148:986496
• Study programme: Title: Digital 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: 2024-10-24 12:16:38