Utjecaj online prodavaonica na potrošačke navike studenata

master's thesis

• Title (english): The Impact of Online Shops on Students' Spending Habits
• Author: Tea Dogan
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Marijana Grbeša-Zenzerović (član povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2020-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Ubrzan rast tehnologije uvelike je utjecao na našu svakodnevicu. Mnoge usluge danas su
dostupne online, a skoro da i ne postoji stvar koju nije moguće naručiti online. Upravo takva
promjena utjecala je i na potrošačke navike te način kupovine kod studenata. Jednostavnost
korištenja i sama korisnost tehnologije dva su ključna elementa koja utječu na ponašanje
potrošača na internetu. Postoji nekoliko vrsta online prodavaonica koje nam omogućuju razne
mogućnosti - od trgovina koje imaju poslovnice ali su dostupne i online, sve do trgovina koje
cijelo svoje poslovanje temelje online. Mnoge su prednosti online prodavaonica za potrošače
poput obavljanja kupovine 24/7, naručivanje iz cijelog svijeta, ali i većeg i kvalitetnijeg
izbora. Trgovinama se online putem omogućava puno veća potencijalna publika jer mogu
poslovati na globalnoj razini. Iako, postoje i neki nedostaci, upravo zbog globalnosti
konkurencija je velika, a teško je i uvijek pratiti nove trendove i biti u skladu s njima.
Nezaobilazno je spomenuti i trenutnu situaciju u svijetu, pandemija koronavirusa promijenila
je navike mnogih, a utjecaj je vidljiv i na potrošačkim navikama. Ljudi su se okrenuli
kupovini životno neophodnih stvari.
Provedeno istraživanje potvrdilo je utjecaj online prodavaonica na potrošačke navike
studenata, te potvrdilo nalaze prijašnjih istraživanja. Sigurnost više ne predstavlja problem
prilikom kupovine online, a pandemija korona virusa nije značajno utjecala na potrošačke
navike ispitanika. Iako utjecaj postoji, online kupovina nije u potpunosti zamijenila odlazak u
poslovnice.

Abstract (english)

The rapid growth of technology has greatly affected our daily lives. Many services today are available online, and there is almost nothing that can not be ordered online. Such a change has affected consumer habits and the way students shop. Ease of use and the usefulness of the technology itself are two key elements that influence consumer behavior online. There are several types of online stores that allow us a variety of options - from stores that have stores but are also available online, all the way to stores that base all their business online. There are many advantages of online shops for consumers such as making purchases 24/7, ordering from around the world, but also a larger and higher quality selection. Stores online are made available to a much larger potential audience because they can do business globally. Although, there are some shortcomings, because of the global nature, the competition is high, and it is difficult to always follow new trends and be in line with them. It is unavoidable to mention the current situation in the world, the coronavirus pandemic has changed the habits of many, and the impact is visible on consumer habits. People turned to buy essentials.
The conducted research confirmed the influence of online stores on students' consumer habits and confirmed the findings of previous research. Safety is no longer an issue when shopping online, and the coronavirus pandemic has not significantly affected respondents ’consumer habits. Although the impact exists, online shopping has not completely replaced going to stores.

• Keywords: online; kupovina; potrošačke navike; koronavirus; sigurnost
• Keywords (english): online; shopping; consumer habits; coronavirus; safety
• Language: croatian
• URN:NBN: urn:nbn:hr:114:571742
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-10-27 07:57:26