Istraživanje zadovoljstva mladih kupaca procesom online kupovine u domaćoj internetskoj trgovini

master's thesis

• Title (english): Survey of satisfaction of young buyers by the online shopping process in domestic internet shop
• Author: Leona Krištić
• Mentor: Dubravka Sinčić Ćorić (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-05-05, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Cilj ovoga rada je istražiti povezanost percipirane pouzdanosti online kupovine, percipirane kvalitete online kupovine i percipirane sigurnosti online kupovine sa zadovoljstvom mladih potrošača u domaćoj online trgovini. U skladu s time, kreiran je konceptualni model istraživanja i oblikovane su hipoteze, koje su testirane korištenjem programskog paketa SPSS AMOS 26. Dotično je djelomično preuzeto i konstruirano prema izvornom znanstvenom radu „Istraživanje zadovoljstva kupaca online kupovinom“ (Sečan, Dobrinić, 2021.) Istraživanje je provedeno putem anketnog upitnika te je obuhvatilo 200 mladih ispitanika na području Republike Hrvatske. Dobiveni rezultati ukazuju na povezanost svih triju čimbenika sa zadovoljstvom kupaca, kao i na saznanja vezana uz općenite navike i motivatore kupaca prilikom online kupovine. Temeljem toga, poslovne organizacije mogu prepoznati neke
interesantne spoznaje i čimbenike utjecaja na zadovoljstvo, ali i dodatne vodilje u razvijanju efikasnih strategija vezanih uz marketing i prodaju u vidu online okruženja.

Abstract (english)

The aim of this paper is to investigate the relationship between perceived reliability of online shopping, perceived quality of online shopping and perceived security of online shopping with the satisfaction of young consumers in the domestic online shop. Accordingly, a conceptual research model was created and hypotheses were formed, which were tested using the software package SPSS AMOS 26. It was partially taken over and constructed according to the original scientific work „Research of customer satisfaction in online shopping“ (Sečan, Dobrinić, 2021.). The survey through a questionnaire included 200 young respondents in the Republic of Croatia. The obtained results indicate the connection of all three factors with customer satisfaction, as well as knowledge related to general habits and motivators of customers when shopping online. Based on this, business organizations can identify some interesting insights and factors influencing satisfaction, but also additional guidance in creating effective marketing and sales strategies in an online environment.

• Keywords: online kupovina; zadovoljstvo kupaca; pouzdanost; kvaliteta; sigurnost
• Keywords (english): online shopping; customer satisfaction; reliability; quality; security
• Language: croatian
• URN:NBN: urn:nbn:hr:148:156822
• 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: 2022-05-06 08:36:06