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master's thesis
PRIMJENA DRUŠTVENIH MREŽA U POSLOVNE SVRHE – UTAUT MODEL
Diplomski rad
2021. urn:nbn:hr:124:521791
Martinić, Lukri
University of Split
Faculty of economics Split

Cite this document

Martinić, L. (2021). PRIMJENA DRUŠTVENIH MREŽA U POSLOVNE SVRHE – UTAUT MODEL : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:521791

Martinić, Lukri. "PRIMJENA DRUŠTVENIH MREŽA U POSLOVNE SVRHE – UTAUT MODEL : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:521791

Martinić, Lukri. "PRIMJENA DRUŠTVENIH MREŽA U POSLOVNE SVRHE – UTAUT MODEL : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:521791

Martinić, L. (2021). 'PRIMJENA DRUŠTVENIH MREŽA U POSLOVNE SVRHE – UTAUT MODEL : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 25 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:521791

Martinić L. PRIMJENA DRUŠTVENIH MREŽA U POSLOVNE SVRHE – UTAUT MODEL : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2024 December 25] Available at: https://urn.nsk.hr/urn:nbn:hr:124:521791

L. Martinić, "PRIMJENA DRUŠTVENIH MREŽA U POSLOVNE SVRHE – UTAUT MODEL : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:521791

Metadata
TitlePRIMJENA DRUŠTVENIH MREŽA U POSLOVNE SVRHE – UTAUT MODEL : Diplomski rad
AuthorLukri Martinić
MentorŽeljko Garača (mentor)
MBZ: 148451
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Business Informatics
Abstract
U današnjem poslovanju korištenje društvenih mreža u poslovne svrhe sve je zastupljenije te ima sve veću i važniju ulogu. Cilj rada bio je ispitati koji sve faktori utječu na korištenje društvenih mreža u poslovne svrhe. U teorijskom dijelu rada prikazani su modeli usvajanja novih tehnologija te su detaljnije prikazani TAM i UTAUT model na kojima se ispitivanje i bazira. Empirijski dio rada odnosi se na konkretno istraživanje o primjeni društvenih mreža u poslovne svrhe. Anketnim upitnikom prikupljeni su podatci ispitanika različitih dobnih skupina i zanimanja te je ispitan stav ispitanika o očekivanom učinku korištenja društvenih mreža u poslovne svrhe, očekivanom trudu, olakšavajućim uvjetima te društvenim utjecajima pri korištenju društvenih mreža u poslovne svrhe. Očekivani trud i društveni utjecaj pozitivno utječu na namjeru ponašanja za korištenju društvenih mreža u poslovne svrhe dok olakšavajući uvjeti pozitivno utječu na ponašanje pojedinca pri korištenju društvenih mreža u poslovne svrhe.
Abstract (english)
In today's business, the use of social networks for business purposes is becoming more common and has an increasing and important role. The aim of this diploma thesis was to examine which factors affect the use of social networks for business purposes. In the theoretical part of the paper, the models of adoption of new technologies are presented, and the TAM and UTAUT model on which the testing is based are presented in more detail. The empirical part of the paper refers to specific research on the application of social networks for business purposes. The questionnaire collected data from respondents of different age groups and occupations and examined the attitude of respondents about the performance expectancy of using social networks for business purposes, effort expectancy, facilitating conditions and social influence when using social networks for business purposes. Performance expectancy, effort expectancy, and social influence have a positive effect on the intention to behave for the use of social networks for business purposes, while facilitating conditions have a positive effect on the behavior of an individual when using social networks for business purposes.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:521791
Study programmeTitle: Business Studies
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 on2021-12-13 08:36:25