diplomsko delo
Kristina Zidar (Author), Klement Podnar (Mentor)

Abstract

Trg spletnih trgovin iz leta v leto narašča, s čimer spletne trgovine, glede na statistične podatke, postajajo resen soigralec na trgovinskem trgu. Zato, da lahko spletne trgovine tekmujejo s fizičnimi, morajo ponudniki storitev dobro poznati svoje stranke in kaj vpliva na njihov nakup. Nakupna izkušnja v fizičnih trgovinah se namreč nekoliko razlikuje od nakupne izkušnje v spletnih trgovinah, na kupce vplivajo drugačni dejavniki in strategija pridobivanja in zadrževanja kupcev je pri eni in drugi obliki trgovin drugačna. V diplomski nalogi smo se tako v teoretskem delu najprej spraševali o razlikah nakupne izkušnje v spletnih in fizičnih trgovinah ter razlikah v doseganju zadovoljstva potrošnika z nakupno izkušnjo. Z analizo različnih avtorjev, ki so v preteklosti že preučevali podobno, smo izluščili najbolj pomembne dejavnike, ki vplivajo na zadovoljstvo potrošnika z nakupno izkušnjo na spletu. Raziskava je bila usmerjena v segment mode, saj je ta segment tako po svetu kot tudi v Sloveniji največji oziroma v njem nakupuje največ ljudi. Empirična raziskava je izhajala iz anketnega vprašalnika, ki ga je rešilo 307 ljudi iz Slovenije, ki so v preteklosti že nakupovali na spletu v modnem segmentu. Raziskava je pokazala, da na zadovoljstvo potrošnika za nakupno izkušnjo najbolj vpliva prihranek časa, sledi cena izdelka, kakovost podanih informacij o izdelku in varnost. Najmanj pa vplivata cena in hitrost dostave.

Keywords

Diplomska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [K. Zidar]
UDC: 366:004.738.5(497.4)(043.2)
COBISS: 85628675 Link will open in a new window
Views: 189
Downloads: 33
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 that affect consumer satisfaction when buying fashion products in online stores
Secondary abstract: The online market is growing year by year, making online shops, according to statistics, a serious contender in the retail market. In order for online shops to compete with physical shops, service providers need to know their customers well and what influences their purchases. The shopping experience in physical stores is somewhat different from the one in online stores. Customers are influenced by different factors and customer acquisition and retention strategies vary from one form of a store to another. Thus the first questions in the theoretical part were the differences between the shopping experience in online and physical stores and the differences in achieving consumer satisfaction with the shopping experience. Through the analysis of different authors who have studied similar issues in the past, we have extracted the most important factors that influence consumer satisfaction with the online shopping experience. The research was focused on the fashion segment, as this segment is the largest both globally and in Slovenia. The empirical research was based on an online questionnaire completed by 307 people from Slovenia who have shopped online in the fashion segment in the past. The survey showed that consumer satisfaction with the consumer experience is most influenced by these factors: time saved, followed by the price of the product, the quality of the provided information about the product and safety. Price and speed of delivery are the least influential.
Secondary keywords: Vedenje potrošnikov;Consumer behavior;Spletno nakupovanje;Online shopping;Moda;Fashion;Potrošniki;Consumers;Zadovoljstvo;Satisfaction;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: 48 str.
ID: 13462410