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master's thesis
Značaj online kupovine u procesu donošenja odluke o kupnji u modnoj industriji
Završni rad
2020. urn:nbn:hr:124:573547
Vuković, Ivana
University of Split
Faculty of economics Split

Cite this document

Vuković, I. (2020). Značaj online kupovine u procesu donošenja odluke o kupnji u modnoj industriji : Završni rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:573547

Vuković, Ivana. "Značaj online kupovine u procesu donošenja odluke o kupnji u modnoj industriji : Završni rad." Master's thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:573547

Vuković, Ivana. "Značaj online kupovine u procesu donošenja odluke o kupnji u modnoj industriji : Završni rad." Master's thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:573547

Vuković, I. (2020). 'Značaj online kupovine u procesu donošenja odluke o kupnji u modnoj industriji : Završni rad', Master's thesis, University of Split, Faculty of economics Split, accessed 24 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:573547

Vuković I. Značaj online kupovine u procesu donošenja odluke o kupnji u modnoj industriji : Završni rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2020 [cited 2024 December 24] Available at: https://urn.nsk.hr/urn:nbn:hr:124:573547

I. Vuković, "Značaj online kupovine u procesu donošenja odluke o kupnji u modnoj industriji : Završni rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:124:573547

Metadata
TitleZnačaj online kupovine u procesu donošenja odluke o kupnji u modnoj industriji : Završni rad
AuthorIvana Vuković
MentorLjiljana Najev Čačija (mentor)
MBZ: 344153
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2020-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Online kupovina je u zadnjih nekoliko godina doživjela veliku popularnost među korisnicima Interneta, te je važno utvrditi koji elementi najviše utječu na proces donošenja odluke o kupnji modnih proizvoda. Ponašanje potrošača je teško predvidjeti zbog utjecaja različitih čimbenika, te se može zaključiti da razlike u ponašanju ovise o vrsti proizvoda. Temeljni cilj istraživanja bio je utvrditi koji elementi online kupovine imaju značajnu ulogu u procesu donošenja odluke o kupnji u modnoj industriji. Rezultati istraživanja pokazali su da najpoželjniji elementi kojima se pridodaje posebna važnost su: mogućnost usporedbe proizvoda i cijena, sigurnost plaćanja i recenzije potrošača. S druge strane, kao jedan od zabrinjavajućih faktora spominje se mogućnost zlouporabe kreditne kartice. Danas društvene mreže imaju ulogu u prezentiranju proizvoda jer se putem njih dolazi do velikog broja korisnika. Istraživanje je pokazalo da je poznavanje brendova važno kod odabira web trgovine zbog osjećaja povjerenja i sigurnosti.
Abstract (english)
Online shopping has experienced great popularity among Internet users in the last few years, and it is important to determine which elements most influence the decision-making process about fashion products. Consumer behavior is difficult to predict due to the influence of various factors, and it can be concluded that differences in behavior depend on the type of product. The basic goal of the research was to determine which elements of online shopping play a significant role in the purchasing decision-making process in fashion industry. The results of the research showed that the most desirable elements are: the possibility of product and price comparison, payment security and consumer reviews. On the other hand, the credit card security is mentioned as one of the worrying factors. Today, social networks have a important role in presenting products because they reach a large number of users. Research has shown that knowing brands is important when choosing a web store because of a sense of trust and security.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:573547
Study programmeTitle: GRADUATE PROFESSIONAL PROGRAMME IN MANAGEMENT; specializations in: Project management, Financial and tax management, Accounting and revision, Tax management, Accounitng
Course: Project management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/specijalistica ekonomije (stručni/a specijalist/specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2020-10-02 12:11:41