Utjecaj stavova i preferencija mladih potrošača na učestalost i namjeru kupovine putem interneta

master's thesis

• Title (english): Influence of attitude and preference of young consumers to frequency and intention of buying on the internet
• Author: Bernarda Vugić
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-02-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Pod pojmom e-trgovine smatra se prodaja proizvoda i usluga putem interneta (Chen i Dhillon, 2003.). Od kad se transakcija proizvoda i usluga unaprijedila i može se obavljati bez kontakta pojedinaca „licem u lice“, potrošači su postali nesigurni u autentičnost proizvoda i/ili usluge, te povjerenje prodavača. Internet kao novi komunikacijski medij uspješno se približava korisnicima zbog mogućnosti dvosmjerne komunikacije, dok kod tradicionalnih medija poput radija, televizije i tiska to nije moguće (Ružić, Biloš i Turkalj, 2014.). Internet nudi veliki raspon mogućnosti kao što su zabava (društvene mreže, igrice i sl.), prikupljanje informacija, razvoj marketinga kroz oglašavanje, dvosmjerna komunikacija te kupovina putem Internet trgovina na koje će se rad i osvrtati (Kesić, 2006.).
Kupnja putem interneta zaslužuje pažnju istraživača jer se intenzivno širi na tržištu. Često se u današnje vrijeme istražuje ponašanje potrošača, a u ovom slučaju obavit će se istraživanje o čimbenicima povezanim sa stavovima koji utječu na ponašanje pri on-line kupovini. Faktori kao što su iskustvo, povjerenje, sigurnost i povoljna kupovina igraju veliku ulogu na stav mladih potrošača prema Internet kupovini.
Koristeći anketni upitnik prikupljeni su podaci o prihvaćenosti interneta kao kanala prodaje među mladom populacijom s obzirom na spol i iskustvo. Analiza je provedena na 267 ispitanika putem interneta na temelju anketnog upitnika provedenog na Facebook društvenoj mreži. Ovaj rad služi kao pregled i dodatak dosadašnjim saznanjima i istraživanjima o području koje se još uvijek razvija i raste.

Abstract (english)

Electronic commerce is the trading in products and services using computer networks such as Internet. Since the transaction of goods and services enhanced, and can be carried out without „face-to-face“ contact, consumers became unsure of the authenticity of the products and/or services, as well as the confidence of sellers. Internet, as new media of communication, is successfuly aproaching customers due to possibility of two-way communication, which traditional media such as radio, television and press can not provide. Internet offers a wide range of possibilities such as entertainment (social networks, games, etc.), information gathering, marketing development through advertising, two-way communication as well as purchasing through/via online stores/internet retailers, which is also the main issue of this thesis.
Purchasing over the Internet deserves the attention of researchers due to its rapid expansion which can not be ignored. Therefore, the consumer behaviour is being studied often nowadays. This thesis will investigate factors related to standpoints/aspects which affect consumer's behaviour during the online shopping. Factors such as experience, trust, safety and affordable purchase play a major role in forming views/standpoints of young consumers towards/on the e-commerce.
Data on acceptance of Internet as a channel of trade among millennials, considering gender and experience, has been gathered using online questionnaires. Analysis was performed over the internet; survey was distributed through Facebook and included 267 examinees. This thesis can be used as an overview and addition/annex to present knowledge and research of area which is still growing and expanding.

• Keywords: ponašanje potrošača; Internet kupovina; razlike među spolovima; prihvaćenost interneta
• Keywords (english): consumer behaviour; electronic commerce; two-way communication; acceptance of internet
• Language: croatian
• URN:NBN: urn:nbn:hr:148:971697
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-25 14:10:19