diplomsko delo
Miša Podpečan (Author), Anže Burger (Mentor)

Abstract

Spletno nakupovanje v živo je zadnji v vrsti trendov, ki bo močno zaznamoval sfero spletnega nakupovanja. Z začetki na Kitajskem, med pandemijo COVID-19, je začel počasi vztrajno prodirati na zahod. Predstavlja premik k spletnem nakupovanju, kjer je močno prisotna komunikacija s potrošniki. Je strategija spletne prodaje preko videoposnetka v živo, z voditelji, ki so večinoma znane osebnosti ali spletni vplivneži. Ključna razlika v primerjavi s tradicionalnim spletnim nakupovanjem je interakcija med gostiteljem in občinstvom, ki poteka popolnoma v živo. Namen dela je primerjalna analiza delovanja tradicionalnega spletnega nakupovanja in spletnega nakupovanja v živo. Cilj je ugotoviti, kakšne so posebnosti spletnega nakupovanja v živo v primerjavi s klasično spletno prodajo ter kako to vpliva na nakupne odločitve potrošnikov. Cilj je tudi opredeliti omejitve in pomanjkljivosti tega načina nakupovanja. Skozi teoretični del sta predstavljena pojma spletne nakupovalne izkušnje in spletnega nakupovanja v živo, v empiričnem delu pa skozi analizo empiričnih raziskav opredeljeni dejavniki, razlike in skupne točke obeh spletnih kanalov prodaje. Medtem ko je en kanal osredotočen predvsem na prodajo, drug služi kot orodje vzpostavitve odnosa s potrošniki.

Keywords

spletno nakupovanje;trendi spletnega nakupovanja;spletno nakupovanje v živo;nakupna odločitev potrošnika;interaktivno nakupovanje;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [M. Podpečan]
UDC: 366.1:004.738.5:339(043.2)
COBISS: 210688003 Link will open in a new window
Views: 81
Downloads: 18
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: Livestream shopping versus traditional online shopping
Secondary abstract: Livestream shopping (LSS) is the latest in a series of trends that will strongly mark the sphere of e-commerce. Starting in China, during the COVID-19 pandemic, it slowly began to trend in the West. It represents a shift to online shopping, where communication with consumers is strongly present. It is an online sales strategy through live video, with hosts who are mostly celebrities or online influencers. The key difference compared to traditional online shopping is the completely live interaction between the host and the audience. The purpose of the thesis is a comparative analysis of traditional online shopping and LSS. The goal is to find out what are the special features of LSS compared to traditional e-commerce and how this affects consumers' purchasing decisions. The goal is also to define the limitations and shortcomings of this way of shopping. In the theoretical part are presented the concepts of online shopping experience and LSS, while in the empirical part the key factors, differences and common points of both online sales channels are defined through the analysis of empirical research. While one channel is primarily focused on sales, the other serves as a consumer engagement tool.
Secondary keywords: online shopping;online shopping trends;livestream shopping;consumer purchase decision;interactive shopping;Spletno nakupovanje;Vedenje potrošnikov;Univerzitetna in visokošolska dela;
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: 1 spletni vir (1 datoteka PDF (32 str.))
ID: 25059935