Nakupno vedenje kupcev v spletnih prodajalnah

diplomsko delo

Eva Skok (Author), Bruno Završnik (Mentor)

Abstract

Nakupi v spletnih prodajalnah predstavljajo eno izmed bolj priljubljenih aktivnosti, ki se odvijajo na spletu. Potrošnikom omogočajo hiter in enostaven nakup, podjetjem pa pomembne finančne prihranke, saj lahko dosežejo velik obseg kupcev s precej nižjimi stroški, kot bi jih zahtevala postavitev fizičnih prodajaln. Kljub možnim tveganjem, s katerimi se kupci soočajo ob nakupovanju na spletu, pa število spletnih kupcev čedalje bolj narašča. V diplomskem delu je obravnavano vedenje kupcev v spletnih prodajalnah ter dejavniki, ki vplivajo na kupčeve nakupne odločitve. Prav tako so podrobneje analizirane stopnje v procesu nakupnega vedenja, ki se začnejo s prepoznavanjem potrebe, čemur sledi iskanje informacij o izdelkih, ki jih posameznik smatra kot potencialne za zadovoljitev potreb. Iskanju informacij sledi vrednotenje alternativ, pri čemer vsak posameznik presoja niz alternativ po lastnih kriterijih. Ovrednotenju sledi nakupna odločitev, sam proces pa se konča z opuščanjem izdelka po njegovi iztrošenosti ali pa kadar preprosto ne zadovoljuje več posameznikovih potreb.

Keywords

marketing;spletna trgovina;spletna prodaja;kupci;nakupno vedenje;

Data

Language:	Slovenian
Year of publishing:	2021
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	E. Skok
UDC:	366.12
COBISS:	83467011
Views:	287
Downloads:	92
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Buying behaviour of customers in online stores
Secondary abstract:	Shopping in online stores is one of the most popular activities that take place on the Internet. They enable customers to buy qucikly and easy and also provide benefits for businesess like significant financial savings because they are able to reach a large volume of customers at a much lower costs than setting up physical stores. Despite many potential risks that customers face when shopping online, the number of online customers is growing. The thesis describes the behavior of customers in online stores and the factors influencing their purchase decisions. The work also describes the stages in the process of buying behavior, starting with the identification of a need, followed by the search for information on products that an individual considers as potential to satisfy the need. The search for information is followed by an evaluation of alternatives, where each individual assesses a set of alternatives according to his own criteria. The penultimate step is the purchase decision and later the process ends with the product being discontinued when it is worn out or when it simply no longer meets the individual's needs.
Secondary keywords:	marketing;online shopping;online stores;online customers;buying behavior;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	II, 41 str.
ID:	13114912