Razvijenost društvene elektroničke trgovine u Republici Hrvatskoj

master's thesis

• Title (english): The level of development of social e-commerce in the Republic of Croatia
• Author: Ante Markić
• Mentor: Vatroslav Škare (mentor)
• Committee member: Goran Vlašić (predsjednik povjerenstva)
• Committee member: Morana Fudurić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Društvena e-trgovina predstavlja trend u internetskom marketingu koji se pojavio u drugoj polovici prošlog desetljeća, a u međuvremenu je omogućio internetskoj trgovini popularnost i rasprostranjenost u velikom broju kućanstava diljem svijeta. Rad promatra trenutno stanje društvene e-trgovine u Republici Hrvatskoj, uzevši u obzir prethodno definirane pojavne oblike društvene e-trgovine, čimbenike koji utječu na formiranje trenutnog stanja i predviđanje budućih trendova. Nakon postavljanje teorijske podloge, kojom se čitatelju približavaju koncepti e-trgovine, te društvene e-trgovine, rad definira sedam osnovnih pojavnih oblika društvene e-trgovine. Istraživanjem, koje metodom dubinskog intervjua obuhvaća 16 ispitanika, se potvrđuju čimbenici koji utječu na odstupanje razvijenosti društvene e-trgovine u Hrvatskoj, u odnosu na svijet, ali i neravnomjernu popularnost i razvijenost pojedinih oblika na hrvatskom tržištu. Pritom se otkrivaju razlozi takvog stanja, koji variraju od preferencija potrošača, do stupnja razvoja domaće ekonomije. Rad ispituje i predviđanja ispitanika o budućnosti društvene e-trgovine, relevantnosti pojedinih čimbenika, te definiranja potencijala razvoja pojedinih oblika društvene e-trgovine.

Abstract (english)

Social e-commerce is an internet marketing trend which began in the second half of the last decade. Since then, it has positively influenced online shopping habits throughout the World. The paper covers the current state of social e-commerce in the Republic of Croatia. It takes in consideration the categorization of social e-commerce, influences and predictions of the future trends. First part of the paper covers the theory of e-commerce and social e-commerce, and provides deeper understanding of seven categories of social e-commerce. Second part of the paper is a research based on interviews with 16 participants. Research concludes that the state of social e-commerce in Croatia lags behind the global trends and its categories are unevenly developed. The reasons vary from consumer preferences to economic factors. Finally, paper takes in the consideration future predictions of social e-commerce development, its influences and potential for future development of each social e-commerce category.

• Keywords: internetski marketing; društvene mreže; elektronička trgovina; društvena elektronička trgovina
• Keywords (english): Internet marketing; social networks; electronic commerce; social e-commerce
• Language: croatian
• URN:NBN: urn:nbn:hr:148:459994
• 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 15:40:49