diplomsko delo
Maša Logar (Author), Samo Kropivnik (Mentor)

Abstract

Razcvet spleta in spletnega nakupovanja sta z neomejenimi možnostmi komuniciranja med uporabniki slednje spremenila v aktivne potrošnike, ki kritično presojajo informacije na spletu, njihov vir informacij pa niso več le informacije podjetij. V diplomskem delu sem izpostavila nekaj ključnih sprememb in pojavov, ki jih porast uporabe spleta prinaša tako potrošnikom kot podjetjem, nato pa se konkretno osredotočila na uporabniške ocene. Zanimalo me je, katere lastnosti slovenskim uporabnikom spleta v današnjem času povečujejo kredibilnost in verodostojnost prebrane uporabniške ocene. S povzetkom pregleda literature sem pripravila okvir za izvedbo poglobljenih intervjujev z izbranimi sodelujočimi, ki redno nakupujejo prek spleta in pred nakupom novega izdelka ali storitve prebirajo uporabniške ocene. Na podlagi presojanja določenih uporabniških ocen in neposrednih vprašanj lahko trdim, da so se nekatere lastnosti, ki so jih kot temeljne za presojanje kredibilnosti opredelili drugi avtorji, izkazale za pomembne tudi slovenskim bralcem uporabniških ocen. Za najpomembnejši dejavnik kredibilnosti se je tako pokazala moč argumentacije, znotraj nje pa sta bili najmočnejši dimenziji razsežnost in dvostranskost sporočila. Konkretna argumentacija in opis lastnosti izdelka ob uporabi ter navajanje tako pozitivnih kot negativnih lastnosti hkrati so za slovenske bralce nekateri izmed ključnih indikatorjev realnosti in verodostojnosti ocene. Za pomembno se je izkazalo tudi negativno uokvirjanje informacij, saj so bralci mnenja, da imajo negativne ocene manj možnosti, da jih je napisalo podjetje samo. Nasprotno z informacijami virov drugih avtorjev pa sta se za zanemarljiva dejavnika povečanja kredibilnosti ocen izkazala kredibilnost vira in vrednotenje spletnih ocen.

Keywords

uporabniške ocene;kredibilnost;dejavniki presojanja;spletno nakupovanje;Diplomska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [M. Logar]
UDC: 366:004.738.5(497.4)(043.2)
COBISS: 70422787 Link will open in a new window
Views: 292
Downloads: 31
Average score: 0 (0 votes)
Metadata: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Other data

Secondary language: English
Secondary title: Factors of Customer Review Credibility in Slovenia
Secondary abstract: Rapid development of the web and online shopping has turned, due to unlimited ways of communication, the users of the web into active consumers, who critically assess the information on the web and whose source of information is no longer only the company. In this paper, I highlighted some key changes and developments, brought about to consumers and companies by the increase in the web use, and then I focused on customer reviews. I was interested in the characteristics that, according to Slovene web users, nowadays increase a company's credibility and the reliability of a read customer review. By providing an overview of literature, I prepared a framework to conduct in-depth interviews with the selected participants who regularly shop online and read customer reviews before purchasing a new product or service for the first time. Based on the assessment of certain customer reviews and direct questions, I can claim that some characteristics, determined as essential to assess credibility by other authors, proved to be important to Slovene readers of customer reviews as well. The most important factor of credibility proved to be argumentation quality, and the strongest aspects within it were the comprehensiveness of the review and opposing viewpoints. According to Slovene customers, providing concrete argumentation and description of a product's characteristics upon its use as well as stating both positive and negative aspects are some of the key indicators of reliability and credibility of the review. Another important aspect was also negative information framing, as readers believe it is less likely that a company would give its products or services a negative review. In contrast to the information of sources provided by other authors, two negligible factors of the increased credibility of reviews proved to be source credibility and review rating.
Secondary keywords: customer reviews;credibility;factors of assessment;online shopping;Spletno nakupovanje;Online shopping;Potrošniki;Consumers;Uporabniki interneta;Internet users;Slovenija;Slovenia;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: 103 str.
ID: 13069915