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master's thesis
DIGITALNA PRISUTNOST POSLOVNOG SUBJEKTA
Diplomski rad
2023. urn:nbn:hr:145:641688
Vilk, Anja
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Vilk, A. (2023). DIGITALNA PRISUTNOST POSLOVNOG SUBJEKTA : 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:145:641688

Vilk, Anja. "DIGITALNA PRISUTNOST POSLOVNOG SUBJEKTA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:641688

Vilk, Anja. "DIGITALNA PRISUTNOST POSLOVNOG SUBJEKTA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:641688

Vilk, A. (2023). 'DIGITALNA PRISUTNOST POSLOVNOG SUBJEKTA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 31 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:641688

Vilk A. DIGITALNA PRISUTNOST POSLOVNOG SUBJEKTA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2025 March 31] Available at: https://urn.nsk.hr/urn:nbn:hr:145:641688

A. Vilk, "DIGITALNA PRISUTNOST POSLOVNOG SUBJEKTA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:641688

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Metadata
TitleDIGITALNA PRISUTNOST POSLOVNOG SUBJEKTA : Diplomski rad
Title (english)ONLINE PRESENCE OF A COMPANY : Graduate paper
AuthorAnja Vilk
MentorAntun Biloš (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
Committee memberAna Pap Vorkapić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2023-09-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Snažan razvoj digitalne transformacije i promjena navika potrošača je stvorila potrebu da poslovni subjekti izgrade digitalnu prisutnost korištenjem dostupnih alata. Digitalna prisutnost predstavlja kako se poslovni subjekt pojavljuje i djeluje u internetskom okruženju. Najznačajniji alat digitalne prisutnosti poslovnih subjekata je web-sjedište, odnosno internetska trgovina iz pozicije trgovaca. Internetska trgovina u pravilu ima zadatak opskrbljivati korisnike informacijama, novostima te... More pružati uslugu prodaje i korisničke podrške. Internetske trgovine su posebno značajne za modne brendove kojima je cilj osigurati kvalitetnije iskustvo korisnicima u odnosu na jaku konkurenciju. Digitalizacija sa sobom donosi snažan rast baze kupaca te stoga i bolju personalizaciju, interaktivnost, dostupnost i informiranost. Istovremeno,donosi i različite izazove s kojima se poslovni subjekti susreću. Kako bi se osiguralo bolje korisničko iskustvo i pridobilo njihovo povjerenje, potrebno je razvijati visokokvalitetna websjedišta. Zbog toga je u radu stavljen fokus na modele evaluacije i analize kvalitete kao što su 2QCV2Q, SUS, SITEQUAL, E-S-QUAL, E-recS-QUAL, WAMMI, WEBQUAL i SUPR-Q. Provedeno je i primarno istraživanje koristeći SUPR-Q model s ciljem istraživanja korisničkog iskustva na web-sjedištima modnih marki tržišta EU. Analizom je potvrđeno kako kvaliteta internetskih trgovina varira te da postoje područja za poboljšanje s ciljem većeg zadovoljstva korisnika. Zanimljiva činjenica je i da se korisnici prema vlastitoj percepciji uglavnom vraćaju na web-sjedišta bez obzira na vlastito zadovoljstvo s određenim elementima internetskih trgovina. Kvalitetne internetske trgovine predstavljaju temelj za uspješnu digitalnu prisutnost. Less
Abstract (english)
The rapid development of digital transformation and changing consumer habits have created a need for businesses to build a digital presence using available tools. Digital presence represents how a business appears and operates in the internet environment. The most important tool of digital presence for business entities is a website, specifically e-commerce from the perspective of merchants. E-commerce typically has the task of providing users with information, news and offering sales and... More customer support services. E-commerce is especially important for fashion brands whose goal is to provide a better experience for users compared to strong competition. Digitalization brings with it strong growth of the customer base and, therefore, better personalization, interactivity, accessibility and information. At the same time, it also brings various challenges that businesses encounter. In order to provide a better user experience and gain their trust, it is necessary to develop high-quality websites. That is why the focus of this work is on quality evaluation and analysis models such as 2QCV2Q, SUS, SITEQUAL, E-SQUAL, E-recS-QUAL, WAMMI, WEBQUAL and SUPR-Q. Primary research was also conducted using the SUPR-Q model with the aim of exploring the user experience on the websites of fashion brands in the EU market. The analysis confirmed that the quality of ecommerce varies and there are areas for improvement with the aim of greater user satisfaction. An interesting fact is that users, based on their own perception, generally tend to revisit websites regardless of their own satisfaction with certain elements of e-commerce. Quality e-commerce is the foundation for a successful digital presence. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:641688
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 on2023-12-14 16:26:52
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