diplomsko delo
Katja Grubiša (Author), Urška Tuškej (Mentor)

Abstract

Vedno več blagovnih znamk kozmetičnih izdelkov širi prodajne poti tudi na splet. Zaradi občutka negotovosti in tveganja, ki ga neotipljivost spletne ponudbe ustvarja pri porabnikih, je za celostno razumevanje porabnikovega vedenja potrebno razumevanje potrebe po nadomeščanju senzorične izkušnje na spletu, ki se kaže kot pomemben dejavnik izbora kozmetičnih izdelkov. Študije na področju spletnega nakupovanja sicer kažejo, da ima zaupanje pomembno vlogo pri nakupnem odločanju, in sicer tako, da neposredno in posredno vpliva na porabnikovo nakupno namero ter predstavlja enega od pomembnih dejavnikov zmanjšanja zaznanega tveganja, vendar povezava med zaupanjem in spletno senzorično izkušnjo na primeru kozmetičnih izdelkov do sedaj še ni bila proučena. Diplomsko delo zato v ospredje postavi vpliv zaupanja blagovni znamki in neodvisnim virom informacij o kozmetičnem izdelku na zaznano potrebo po senzorični izkušnji kozmetičnega izdelka pri spletnem nakupu. Teoretični del naloge se osredotoča na pregled relevantnih teoretičnih prispevkov na temo zaupanja in senzorične izkušnje s poudarkom na neotipljivosti prodajnega okolja, empirični del pa vsebuje lastno kvantitativno raziskavo na vzorcu 540 enot. Raziskava je pokazala, da med porabniki, ki kozmetike na spletu ne kupujejo, manko senzorične izkušnje predstavlja pomemben dejavnik nenakupa ter da zaupanje blagovni znamki zmanjšuje potrebo po senzoričnem preizkusu kozmetičnega izdelka pri spletnem nakupu.

Keywords

zaupanje blagovni znamki;spletno nakupovanje;senzorična izkušnja;Blagovne znamke;Vedenje potrošnikov;Nakupovanje;Diplomska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [K. Grubiša]
UDC: 366:004.738.5(043.3)
COBISS: 36300381 Link will open in a new window
Views: 766
Downloads: 320
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Other data

Secondary language: English
Secondary title: Replacement of the sensory experience in purchasing cosmetic products online
Secondary abstract: The number of brands expanding sales online is rapidly growing. Due to the feeling of uncertainty and risk that the intangibility of the online offer creates among consumers, a comprehensive explanation of consumer behavior requires an understanding of the need to replace the sensory experience on the Internet, which appears to be an important factor in the selection of cosmetic products. Studies in online shopping indicate that trust plays an important role in purchasing decisions by directly and indirectly affecting the purchasing intent of the consumer and constituting one of the important factors for reducing the perceived risk of the purchase itself, but the link between trust and the online sensory experience in the cosmetic industry has not yet been studied. The thesis therefore puts in the forefront the influence of the brand trust and trust in independent sources of information regarding the cosmetic product on the perceived need for a sensory experience of the cosmetic product while purchasing it online. The theoretical part of the thesis focuses on the review of relevant contributions to the topic of trust and sensory experience, with an emphasis on the inviolability of the online sales environment, while the empirical one contains own quantitative research on a sample of 540 units. The survey showed that among consumers who do not buy cosmetics on the Internet, lack of sensory experience is an important factor in the lack of procurement and that brand trust can affect the need for a sensory experience of a cosmetic product when buying online.
Secondary keywords: Trademarks;Consumer behavior;Shopping;Graduate theses;
Type (COBISS): Bachelor thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 60 str.
ID: 11164513