Stavovi potrošača prema korištenju aplikacija za dostavu hrane i njihove namjere ponašanja u vrijeme pandemije COVID–19

master's thesis

• Title (english): Consumer attitudes and behavioral intentions towards food delivery applications during COVID-19 pandemic
• Author: Valentina Furmek
• Mentor: Sunčana Piri Rajh (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Ulazak u 2020. obilježila je pojava koronavirusa koji uzrokuje bolest nazvanu COVID-19, a mnoga su poduzeća, zbog pandemije, kako bi opstala na tržištu, morala prilagoditi svoje poslovanje novonastalim događajima. Kako bi se izbjegao kontakt između osoblja i posjetitelja restorana, te posjetitelja međusobno, veliki je broj ugostiteljskih objekata uveo dostavu svojih proizvoda putem platformi kao što su Wolt, Bolt, Glovo i Pauza.hr. Ovim diplomskim radom nastoje se istražiti stavovi potrošača prema aplikacijama za dostavu hrane i namjeru ponašanja potrošača u vrijeme COVID-19 pandemije. Istraživanje je provedeno putem online ankete na uzorku korisnika koji su barem jedanput koristili aplikacije za dostavu hrane u vrijeme COVID-19 pandemije. Anketni upitnik je bio podijeljen na 4 dijela u okviru kojih su ispitanici na postavljene tvrdnje odgovarali izražavajući svoj stupanj slaganja putem Likertove skale od 5 stupnjeva; pritom se upitnik sastojao od ukupno 36 tvrdnji. Dobiveni rezultati anketnog istraživanja pokazali su da ispitanici različito ocjenjuju ispitivane komponente stava i namjere ponašanja. Rezultati su pokazali da je ispitanicima vrlo jednostavno naučiti i steći vještine te pratiti korake u aplikacijama za dostavu i naručivanje hrane, a sučelje samih aplikacija je jednostavno i prilagođeno korisnicima. Funkcije u aplikacijama za dostavu i naručivanje dovoljno su razumljive i omogućavaju korisnicima da se osjećaju sigurno kupnjom putem aplikacija. Korisnici smatraju da su aplikacije pouzdane, iako bi mogle više uzimati u obzir interese samih kupaca i korisnika. Na odluku o kupnji putem aplikacija za dostavu i naručivanje hrane najmanje utječu društveni utjecaji i hedonistički motivi, a korisnici zbog pozitivnog iskustva namjeravaju i dalje koristiti aplikacije za dostavu hrane.

Abstract (english)

2020 will be remembered by the COVID-19 pandemic, which caused some of the greatest peacetime challenges facing businesses, hospitality, and government. The highly transmittable effects of the virus could only be avoided by reducing interpersonal contact thus introducing physical and social distancing rules, as well as shutdowns of non-essential businesses and stay-at-home orders. With the aim to survive in this fast-paced and unpredictable environment, many businesses decided to start offering their services via third-party platforms like Wolt, Bolt, Glovo and Pauza.hr. The purpose of this Master Thesis is to explain the change in the consumers’ attitudes and behavioural intentions towards Food Delivery Applications (FDA). The survey questionnaire was divided into 4 sections, in which respondents answered the statements by expressing their agreement using a Likert scale of 5 degrees; the questionnaire consisted of a total of 36 statements. The sample consisted of respondents who used Food Delivery Applications at least once during the COVID-19 pandemic. The results of the study indicated different responses to the examined components of attitudes and behavioural intentions. The respondents agreed that the FDA were easy to use and that the interface of platforms was simple and user-friendly. The features of the FDA were easy to understand, and they allowed the users to feel safe while purchasing. The users found the FDA reliable even though their attitude was that the FDA might deliver a better customer experience if they would consider their customers’ interests first. The decision to use the FDA was least impacted by social influence and hedonic motives. Furthermore, the vast majority of respondents agreed that they intended to continue using the FDA due to their positive experience.

• Keywords: ponašanje potrošača; COVID-19; aplikacije za dostavu hrane; stavovi potrošača
• Keywords (english): consumer behaviour; COVID-19 pandemic; Food Delivery Applications; consumer attitudes
• Language: croatian
• URN:NBN: urn:nbn:hr:148:625872
• 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: 2022-10-02 19:07:42