Nakupne navade potrošnikov v digitalni dobi

diplomsko delo

Viktorija Đukić (Author), Marjeta Marolt (Mentor)

Abstract

Nakupovanje preko spleta je ena najbolj priljubljenih dejavnosti, saj potrošnikom omogoča hiter in enostaven nakup. Kljub možnim tveganjem pri nakupovanju preko spleta je spletnih potrošnikov čedalje več. Diplomsko delo obravnava nakupne navade potrošnikov v digitalni dobi in je natančneje osredotočeno v proučevanje vedenja potrošnikov pred nakupom, med nakupom in po nakupu. Raziskali smo, ali je pandemija Covid-19 vplivala na pogostost nakupovanja preko spleta in kako se nakupne navade razlikujejo glede na starost in digitalne kompetence potrošnika. V uvodu diplomskega dela smo predstavili problem, cilje, zadane hipoteze ter uporabljene tehnike in metode dela. Pri teoretičnih osnovah smo predstavili osnovne pojme, kot so nakupne navade potrošnikov, kdo je digitalni potrošnik in dejavniki, ki vplivajo na nakupno vedenje potrošnika. Empirični del predstavlja naš raziskovalni pristop, v rezultatih pa predstavljamo ugotovitve naše raziskave. Ugotavljamo, da je imela pandemija Covid-19 velik vpliv na nakupne navade potrošnikov in da obstajajo statistično značilne razlike med potrošniki z minimalnimi znanji in naprednimi znanji. Na koncu diplomskega dela razpravljamo o rezultatih raziskave in podajamo zaključne ugotovitve.

Keywords

Nakupne navade;digitalizacija;potrošnik;digitalne kompetence;

Data

Language:	Slovenian
Year of publishing:	2022
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[V, Đukić]
UDC:	366
COBISS:	129229827
Views:	15
Downloads:	1
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Purchasing habits of consumers in the digital age
Secondary abstract:	Online shopping has become one of the most popular activities, as it allows consumers to make a quick and easy purchase. Despite the possible risks of online shopping, the number of online consumers is increasing. The thesis deals with the purchasing habits of consumers in the digital age and is more precisely focused on the study of consumer behavior before, during and after the purchase. We will investigate whether the Covid-19 pandemic affected the frequency of shopping online and how shopping habits differ according to the age and digital competence of the consumer. In the introduction to the thesis, we presented the problem, goals, given hypotheses and used techniques and work methods. In terms of theoretical foundations, we presented basic concepts such as consumer purchasing habits, who is a digital consumer and factors that influence consumer purchasing behavior. The empirical part presents our research approach, and the results present our research findings. We find that the Covid-19 pandemic has had a major impact on consumer purchasing habits, there are statistically significant differences between consumers with minimal knowledge and advanced knowledge. At the end of the thesis, we discuss the results of the research and give the final conclusions.
Secondary keywords:	Potrošnja (ekonomija);Digitalizacija;Vedenje potrošnikov;Univerzitetna in visokošolska dela;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	VI, 58 f.
ID:	16520441