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undergraduate thesis
PERCEPCIJA KARAKTERISTIKA WEB STRANICA I ZNAČAJ ZA ONLINE KUPOVNO PONAŠANJE
Završni rad
2021. urn:nbn:hr:124:220663
Katavić, Kristina
University of Split
Faculty of economics Split

Cite this document

Katavić, K. (2021). PERCEPCIJA KARAKTERISTIKA WEB STRANICA I ZNAČAJ ZA ONLINE KUPOVNO PONAŠANJE : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:220663

Katavić, Kristina. "PERCEPCIJA KARAKTERISTIKA WEB STRANICA I ZNAČAJ ZA ONLINE KUPOVNO PONAŠANJE : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:220663

Katavić, Kristina. "PERCEPCIJA KARAKTERISTIKA WEB STRANICA I ZNAČAJ ZA ONLINE KUPOVNO PONAŠANJE : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:220663

Katavić, K. (2021). 'PERCEPCIJA KARAKTERISTIKA WEB STRANICA I ZNAČAJ ZA ONLINE KUPOVNO PONAŠANJE : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 16 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:220663

Katavić K. PERCEPCIJA KARAKTERISTIKA WEB STRANICA I ZNAČAJ ZA ONLINE KUPOVNO PONAŠANJE : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2024 April 16] Available at: https://urn.nsk.hr/urn:nbn:hr:124:220663

K. Katavić, "PERCEPCIJA KARAKTERISTIKA WEB STRANICA I ZNAČAJ ZA ONLINE KUPOVNO PONAŠANJE : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:220663

Metadata
TitlePERCEPCIJA KARAKTERISTIKA WEB STRANICA I ZNAČAJ ZA ONLINE KUPOVNO PONAŠANJE : Završni rad
AuthorKristina Katavić
MentorIvana Kursan Milaković (mentor)
MBZ: 350835
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Glavna svrha ovog rada je bila utvrditi kako percepcija web karakteristika (interaktivnost, informativnost i personalizacija) utječe na online kupovno ponašanje potrošača u vidu online kupovine i preporuke. Uzorak je bio prigodni, a podaci su se analizirali uz pomoć deskriptivne statistike, te regresijske analize. Rezultati istraživanja pokazuju da je potrošačima u online okruženju najvažnija web karakteristika informativnosti koju potom slijedi interaktivnost i na kraju, personalizacija. Nadalje, rezultati istraživanja također pokazuju da, za razliku od informativnosti, interaktivnost pozitivno utječe na online kupovinu i preporuku, dok je personalizacija od značaja samo za daljnju preporuku od strane potrošača. Dobiveni rezultati doprinose literaturi online ponašanja potrošača, te ujedno imaju i vrijedne marketinške implikacije u svrhu unapređenja potrošačkog online iskustva.
Abstract (english)
The main purpose of this paper was to determine the impact of consumer web characteristics (interactivity, informativeness and personalization) perception on online buying and recommendation. Convenience sample was used, while data was analyzed using descriptive statistics and regression analyses. Research results show that consumer favor the informativeness web characteristic followed by interactivity and personalization. Furthermore, research results indicate that, unlike the informativeness, interactivity positively influences online buying and recommendation, while personalization positively impacts only further recommendation. The obtained results contribute to the literature on online consumer behavior, while having also the valuable marketing implications for the purpose of enhancing the online consumer experience.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:220663
Study programmeTitle: Small enterprise management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-09-01 12:11:11