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master's thesis
Promjene potrošačke percepcije u okruženju e-trgovine
2018. urn:nbn:hr:145:568093
Jacoby, Ines
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek

Cite this document

Jacoby, I. (2018). Promjene potrošačke percepcije u okruženju e-trgovine (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:568093

Jacoby, Ines. "Promjene potrošačke percepcije u okruženju e-trgovine." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:568093

Jacoby, Ines. "Promjene potrošačke percepcije u okruženju e-trgovine." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:568093

Jacoby, I. (2018). 'Promjene potrošačke percepcije u okruženju e-trgovine', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, accessed 26 September 2023, https://urn.nsk.hr/urn:nbn:hr:145:568093

Jacoby I. Promjene potrošačke percepcije u okruženju e-trgovine [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek; 2018 [cited 2023 September 26] Available at: https://urn.nsk.hr/urn:nbn:hr:145:568093

I. Jacoby, "Promjene potrošačke percepcije u okruženju e-trgovine", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:568093

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Metadata
TitlePromjene potrošačke percepcije u okruženju e-trgovine
Title (english)Changes of consumers perception in the e-commerce environment
AuthorInes Jacoby
MentorAntun Biloš (mentor)
Committee memberAntun Biloš (predsjednik povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
Committee memberMirna Leko-Šimić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Osijek
Defense date and country2018-09-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Proučavanje ponašanja potrošača u okruženju e-trgovine je nezaobilazna stavka ukoliko trgovac želi plasirati sebe i svoju ponudu na tržištu. Internet omogućava trgovcima globalni doseg bez otvaranja fizičkih poslovnica u drugim zemljama što mu daje financijsku olakšicu koju bi iziskivalo upravljanje poslovnicom. Sve prednosti interneta su prisutne u e-trgovini; to su sveprisutnost, globalni doseg, univerzalni standardi, bogatstvo, interaktivnost, gustoća informacija, personalizacija/prilagodba te društvena tehnologija. Online potrošač je globalni potrošač, u nekoliko klikova može doći do mnoštvo informacija i usporediti velik broj proizvoda/usluga bez da mora osobno ići od mjesta do mjesta ili uz pretjerano puno truda. Ponašanje potrošača, odnosno njihove motivacije i percepcije određenih pojava uvijek su bile od velikog interesa trgovcima i marketinškim stručnjacima te im u tom smjeru internet omogućava mjerenje učinaka njihovih strategija u realnom vremenu što u tradicionalnom marketingu nije bilo moguće. Razvijeno je mnoštvo alata i metoda pomoću kojih trgovci i marketinški stručnjaci mogu bolje personalizirati svoju ponudu te također lakše doći do svojeg ciljanog segmenta potrošača. Nastupila je i promjena samog kupovnog procesa potrošača koji i dalje prolazi kroz 4 faze (svjesnost, razmatranje, konverzija, procjena), ali čimbenici koji utječu na cjelokupni proces su se izmijenili. Online potrošač dolazi do točke kupovine kada raspolaže svim informacijama te uloga trgovca nije više u tome da u određenom trenutku potiče potrošača na kupovinu, isto se realizira u prethodnim fazama uočavanja proizvoda i istraživanja informacija o istom. Navika kupovine putem interneta nije jednako zastupljena u svim zemljama što uvelike pokazuje kako su kulturni, ekonomski, politički i tehnološki faktori od velikog značaja u potrošačevoj percepciji kupovine putem interneta.
Abstract (english)
Studying consumer's behavior in an e-commerce environment is an inevitable step if a merchant wants to place itself and its offer on the market. The Internet enables merchants global reach without opening any stores in other countries, giving them the financial relief that would require the management of a store. All the advantages of the internet are present in e-commerce, which are ubiquity, global reach, universal standards, richness, interactivity, information density, personalization/customization and social technology. An online consumer is a global consumer, in a few clicks he can get a lot of information and compare a large number of products/services without having to personally go from one place to another or with too much effort. Consumer behavior, their motivation and perceptions of certain phenomena have always been of great interest to merchants and marketing specialists, and the internet allows them to measure the effects of their strategies in real time, which was not possible in traditional marketing. Numerous tools and methods have been developed to help merchants and marketing specialists to better personalize their offer and also reach their targeted consumer. In addition, a change has occurred in the purchasing process of consumers that continues to go through 4 phases (awareness, consideration, conversion, assessment), but the factors affecting the overall process have changed. The online consumer comes to the point of purchase when he has all the information and the role of the merchant is no longer motivating the buyer at that point but rather in the pre-phases of product discovery and research of information. Online shopping habits are not equally represented in all countries, which largely shows how cultural, economic, political and technological factors are of major importance to consumer's perception of online shopping
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:568093
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2018-11-27 13:10:52