Uloga percepcije regulatornog okvira i zabrinutosti za privatnost kod mladih potrošača prilikom kupovine u digitalnom okruženju

master's thesis

• Title (english): The role of regulatory framework perceptions and privacy concerns among young consumers when shopping in the digital environment
• Author: Petra Blažeković
• Mentor: Vatroslav Škare (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Iako razvoj i napredak informatičke i komunikacijske tehnologije znatno utječe na poslovnu praksu omogućavajući nove poslovne mogućnosti, ona također utječe i na zabrinutost potrošača za njihovu privatnost u online okruženju. Castañeda & Montoro (2007) zabrinutost za privatnost u digitalnom okruženju definiraju kao zabrinutost korisnika nad kontrolom stjecanja i korištenja informacija koje se generiraju preko korisnika ili su stečene na internetu.

Kada potrošači uoče da korištenje informacija neće biti na transparentan način, navedeno će imati utjecaja na njihove odluke u digitalnom okruženju, a samim time i na proces kupovine. Postojanje prijetnji za sigurnost i zabrinutost zbog privatnosti negativno utječu na stavove prema online kupovini. Suprotno, poboljšanja u percepciji i povjerenju prema kupovini u digitalnom okruženju dovest će do veće spremnosti za kupnju u digitalnom okruženju.

Kako bi smanjili zabrinutost za privatnost i povećali povjerenje potrošača u digitalnom okruženju, država kreira politike zaštite privatnosti potrošača koje potom poslovni subjekti i organizacije slijede. Vladina regulacija utječe na sva područja svakodnevnog života. Ona oblikuje ekonomsku aktivnost, ponašanje potrošača, ali i poduzeća. Prikazana provedena istraživanja pokazala su kako percipirana provedba pojedinaca i djelotvornost vladinih politika ublažava zabrinutost za privatnost u online okruženju. S druge strane, usporedna istraživanja o privatnosti ukazuju kako postoji mali broj ljudi koji su upućeni u zakonski okvir kao što postoji i mali broj ljudi koji isti smatra vrlo učinkovitim. Ova činjenica bila je polazište za provođenje istraživanja.

Cilj rada je istražiti ulogu percepcije regulatornog okvira i zabrinutosti za privatnost kod mladih potrošača na njihovu namjeru prema kupovini u digitalnom okruženju. Istraživanje je pokazalo da navedeni prediktori nemaju signifikantni utjecaj na stav prema online kupovini, kao ni na namjeru prema online kupovini kod mladih potrošača. Mladi potrošači iskazuju visoku namjeru prema online kupovini bez obzira na njihovu zabrinutost za privatnost i percepciju regulatornog okvira. U konačnici, svi će kupovati u digitalnom okruženju, a navedena aktivnost postaje neizbježna za sve mlade potrošače. Istražena veza percepcije regulatornog okvira i zabrinutosti za privatnost očekivano je negativna i statistički značajna što je od velike važnosti za sve kreatore politika privatnosti. Ulaganjem u regulatorni okvir, posljedično će se utjecati na smanjivanje zabrinutosti za privatnost kod mladih potrošača.

Abstract (english)

Although the development and advancement of information and communication technologies are significantly changing business practices and offering new business opportunities, it also affects consumer concerns about their privacy in the digital environment. Concern for privacy in the digital environment represents the concern of Internet users over the control of the acquisition and subsequent use of information generated through it or acquired on the Internet (Castañeda & Montoro, 2007).

When individuals perceive that information won't be used transparently, it will influence consumer decisions in the digital environment and the purchasing process. The existence of security threats and privacy concerns negatively affect attitudes toward shopping in the digital domain (Amaro & Duarte, 2015; Huseynov & Yildirim, 2016). On the other hand, an improvement in perception and confidence in online shopping leads to a willingness to buy in a digital environment (Sullivan & Kim, 2018).

To reduce privacy concerns and increase consumer confidence in the digital environment, the government creates consumer privacy policies followed by businesses and organizations. Government regulation affects all areas of everyday life, affects economic activity, and shapes consumer and business behaviour. The presented conducted research has shown that the perceived verification and effectiveness of regulatory policies reduce privacy concerns in the digital environment. On the other hand, comparative research on privacy indicates a few people referred to the legal framework as there are a small number of people who find them very effective (The Surveillance Project, 2008).

This fact was the starting point for conducting the research. The aim of this paper is to investigate the role of regulatory framework perception and privacy concerns among young consumers when shopping in a digital environment. Research has shown that these predictors do not significantly impact the attitude towards online shopping, nor on the intention towards online shopping among young consumers. Young consumers express a high intention towards online shopping regardless of their concerns about privacy and perception of the regulatory framework. Ultimately, everyone will be shopping in a digital environment, and this activity is becoming inevitable for all young consumers. The investigated link between the perception of the regulatory framework and concerns about privacy is expected to be negative and statistically significant, which is of great importance for all policymakers. Investing in the regulatory framework will consequently reduce privacy concerns among young consumers.

• Keywords: zabrinutost za privatnost; regulatorni okvir; kupovina u online okruženju; digitalni marketing
• Keywords (english): privacy concerns; regulatory framework; online shopping; digital marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:111889
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and 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: 2021-10-02 15:05:10