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master's thesis
PONAŠANJE POTROŠAČA NA INTERNETU
Diplomski rad
2022. urn:nbn:hr:145:980428
Ercegovac, Nikolina
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Ercegovac, N. (2022). PONAŠANJE POTROŠAČA NA INTERNETU : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:980428

Ercegovac, Nikolina. "PONAŠANJE POTROŠAČA NA INTERNETU : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:980428

Ercegovac, Nikolina. "PONAŠANJE POTROŠAČA NA INTERNETU : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:980428

Ercegovac, N. (2022). 'PONAŠANJE POTROŠAČA NA INTERNETU : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 19 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:980428

Ercegovac N. PONAŠANJE POTROŠAČA NA INTERNETU : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2025 March 19] Available at: https://urn.nsk.hr/urn:nbn:hr:145:980428

N. Ercegovac, "PONAŠANJE POTROŠAČA NA INTERNETU : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:980428

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Metadata
TitlePONAŠANJE POTROŠAČA NA INTERNETU : Diplomski rad
Title (english)CONSUMER BEHAVIOUR ON THE INTERNET : Graduate paper
AuthorNikolina Ercegovac
MentorDrago Ružić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2022-09-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketing i marketinške politike tvrtke uvelike učvrščuju pozicije tvrtki na globalnom tržištu približavajući krajnje proizvode te usluge konačnim potrošačima. Danas se internet koristi kao jeftina metoda oglašavanja te analiziranja potrošačkog ponašanja zbog njegove neizostavne uloge u svakodnevnom životu čovjeka. Upravo zbog toga se danas sve veći broj istraživanja se fokusira na potrošačko ponašanje na internetu te način na koji internet sudjeluje u oblikovanju istoga. Razumijevanje... More potrošačkog ponašanja je važno za stjecanje strateške prednosti u odnosu na konkurentne tvrtke na današnjim tržištima koja su suočena s izazovima velike konkurencije, utjecaja globalizacije, inflacije, posljedica COVID-19 pandemije i cjelokupne geopoliticke situacije u svijetu. Komunikacija s potrošačima više ne zahtijeva fizički kontakt, a korištenje interneta omogućava tvrtkama da stupe u kontakt s većim brojem ljudi. Ovo je promjenilo način na koji se usluge i proizvodi prodaju te prezentiraju kupcima. Tradicionalne marketinške metode se moraju prilagoditi kako bi tvrtke opstale u novom okruženju. Istraživanja potrošačkog ponašanja su interdisciplinarna i okupljaju brojne strucnjake iz područja ekonomije, ICT-ja, psihologije i sociologije kako bi odgovorili na aktualna pitanja. Ovaj diplomski rad će prikazati pregled literature o oblikovanju potrošačkog ponašanja na internetu te ce istražiti utjecaj COVID -19 pandemije na promjene u potrošačkom ponašanju na internetu u Hrvatskoj. Less
Abstract (english)
The company's marketing and marketing policies greatly strengthen the company's position on the global market by bringing final products and services closer to final consumers. Today, the Internet is used as a cheap method of advertising and analyzing consumer behavior due to its indispensable role in the everyday life of a person. It is precisely for this reason that today an increasing number of research focuses on consumer behavior on the Internet and the way in which the Internet... More participates in shaping it. Understanding consumer behavior is important for gaining a strategic advantage over competitive companies in today's markets, which are faced with the challenges of high competition, the impact of globalization, inflation, the consequences of the COVID-19 pandemic and the overall geopolitical situation in the world. Communication with consumers no longer requires physical contact, and the use of the Internet allows companies to get in touch with a larger number of people. This has changed the way services and products are sold and presented to customers. Traditional marketing methods must be adapted in order for companies to survive in the new environment. Consumer behavior research is interdisciplinary and brings together numerous experts from the fields of economics, ICT, psychology and sociology to answer current questions. This graduate thesis will present an overview of the literature on the formation of consumer behavior on the Internet and will investigate the impact of the COVID-19 pandemic on changes in consumer behavior on the Internet in Croatia. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:980428
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-04-20 09:07:16
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