Odnos mladih do spletnega nakupovanja

diplomsko delo

Sara Hegler (Author), Marjeta Marolt (Mentor)

Abstract

V enaindvajsetem stoletju postaja spletno nakupovanje vse bolj priljubljeno, saj vedno več ljudi nakupuje preko spleta s svojimi pametnimi telefoni in drugimi digitalnimi napravami. Mladi so kljub nižji kupni moči pomemben del potrošniškega trga. Za trgovce je pomembno, da razumejo potrebe in želje mladih ter se prilagodijo njihovemu nakupnem vedenju, da bi zagotovili najboljšo možno izkušnjo nakupovanja in pritegnili mlade potrošnike k svojim izdelkom in storitvam. Namen te diplomske naloge je preučiti odnos mladih do spletnega nakupovanja. Ta naloga raziskuje spremenljivke, ki vplivajo na spletno nakupovanje pri mladih potrošnikih, in sicer spol, starost, zaposlitev, mesečni razpon sredstev, pomembnost različnih motivatorjev za nakup, vpliv medijev … Posebej nas je zanimalo, kako se odnos mladih razlikuje glede na spol, starost in vpliv epidemije kovida-19 na spletno nakupovanje. Izvedli smo spletno anketo in analizirali zbrane podatke. Empirične ugotovitve te študije kažejo, da so moški bolj nagnjeni k spletnemu nakupovanju in preko interneta nakupujejo večkrat kot ženske. Ženske pogosteje nakupujejo oblačila, čevlje, dodatke in kozmetiko, lepotne izdelke ali izdelke za sprostitev, moški pa računalnike, mobilne naprave, elektroniko in izdelke za šport, hobi ali vrt. Med mladimi generacijami ni statistično pomembnih razlik, opažamo pa, da starejše generacije dajejo več prednosti spletnemu nakupu pred fizičnemu in jim je bolj pomembna hitrost nakupa. Mlajše generacije dajejo prednost spletnemu nakupu zaradi nižjih cen in širše izbire. Nanje imajo večji vpliv za spletne nakupe različna družbena omrežja, priporočila družine, prijateljev ali različni influencerji oziroma ambasadorji. Poleg tega lahko zaključimo, da je epidemija kovida-19 vplivala na povečanje obsega spletnega nakupovanja.

Keywords

spletno nakupovanje;mladi potrošniki;e-poslovanje;odnos potrošnikov;spletna trgovina;

Data

Language:	Slovenian
Year of publishing:	2023
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[S. Hegler]
UDC:	316
COBISS:	154718979
Views:	320
Downloads:	71
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Online shopping attitude among the youth
Secondary abstract:	In the twenty-first century, online shopping is becoming increasingly popular as more and more people shop online using their smartphones and other digital devices. Despite their lower purchasing power, young people are an important part of the consumer market. It is important for retailers to understand the needs and wants of young people and adapt to their buying behavior to provide the best shopping experience and attract young consumers to their products and services. The aim of this thesis is to examine the attitude of young people toward online shopping. This assignment investigates the variables that influence online shopping among young consumers, gender, age, employment, monthly range of funds, the importance of different motivators for purchase, and the influence of the media... We also investigated whether there is a change in online shopping after the Covid-19 epidemic. We conducted an online survey and analyzed the collected data. The empirical findings of this study show that both men are more inclined to shop online and shop online more often than women. Females are more likely to buy clothes, shoes, accessories and cosmetics, beauty products or relaxation products. Males, on the other hand, buy more computers, mobile devices, electronics and sports, hobby or garden products. There are no statistically significant differences between the younger generations, but we notice that the older generations give more priority to online shopping than physical shopping, and to them the speed of purchase is more important. Younger generations prefer online shopping due to lower prices and wider selection. Various social networks, recommendations from families, friends and influencers or ambassadors greatly influence them for online purchases. In addition, we can conclude that the Covid-19 epidemic has influenced the increase in the volume of online shopping.
Secondary keywords:	Spletno nakupovanje;Mladina;Univerzitetna in visokošolska dela;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	V, 55 f.
ID:	18503050