Nakupna pot na primeru spletne trgovine Enaa.com

diplomsko delo

Srećko Marković (Author), Domen Malc (Mentor)

Abstract

V diplomskem delu analiziramo, kako poteka nakupna pot kupcev na Enaa.com. Spletna trgovina Enaa.com omogoča kupcem enostaven dostop do širokega spektra izdelkov, med drugim mobilne telefonije in računalniške opreme in omogoča primerjavo izdelkov na enem mestu. Nakupna pot v digitalnem okolju zajema več korakov od iskanja informacij, primerjave ponudb, ocenjevanja lastnosti izdelkov, do končne odločitve za nakup. Na vsakem koraku odločitev uporabnikov oblikujejo različni dejavniki, kot so cena, tehnične zmogljivosti, mnenja drugih uporabnikov in zanesljivost uradnih opisov izdelkov. Z empirično raziskavo, ki temelji na podatkih zbranih z anketnim vprašalnikom, smo preučili, na kakšen način uporabniki pridobivajo prve informacije o izdelkih, kateri dejavniki najbolj vplivajo na njihovo odločitev o nakupu ter katere ovire povzročijo prekinitev nakupa. Cilj raziskave je pridobiti vpogled v vedenje uporabnikov spletne trgovine in ponuditi priporočila za izboljšanje uporabniške izkušnje ter optimizacijo prodajnega procesa. V raziskavi je sodelovalo 86 anketirancev. Njihovi odgovori kažejo, da uporabniki najpogosteje dostopajo do spletne strani Enaa.com preko priporočil in lastnega iskanja, pri nakupu pa največjo težo pripisujejo ceni, dostavi in pogojem vračila ter preglednosti strani. Večina anketirancev pri nakupu primerja izdelke s konkurenco, medtem ko je le manjšina že kdaj prekinila nakup. Kot glavni razlog za prekinitev so navedli potrebo po dodatnem času za premislek, del pa tudi ceno in težave s plačilom. Od tistih, ki so nakup prekinili, se jih je 60 % vrnilo in izdelek kasneje kupilo.

Keywords

nakup;nakupna pot;odjemalci;spletna trgovina;

Data

Language:	Slovenian
Year of publishing:	2025
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	S. Marković]
UDC:	366.12:004.738.5
COBISS:	252247043
Views:	0
Downloads:	2
Average score:	0 (0 votes)
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Other data

Secondary language:	English
Secondary title:	Buyer journey in the case of the online store Enaa.com
Secondary abstract:	This thesis analyzes how the customer journey unfolds on Enaa.com. The online store Enaa.com provides customers with easy access to a wide range of products, including mobile phones and computer equipment, and enables product comparison in one place. The customer journey in the digital environment includes several stages, from searching for information, comparing offers, and evaluating product features to the final purchase decision. At each stage, users’ decisions are shaped by different factors, such as price, technical specifications, reviews from other users, and the reliability of official product descriptions. Through an empirical study based on data collected with a survey questionnaire, we examined how users obtain initial information about products, which factors most influence their purchase decisions, and which obstacles lead to purchase abandonment. The aim of the research is to gain insight into the behavior of online store users and to provide recommendations for improving the user experience and optimizing the sales process. A total of 86 respondents participated in the study. Their answers show that users most often access the Enaa.com website through recommendations and their own searches, while in the purchasing process they assign the greatest importance to price, delivery and return conditions, and website clarity. The majority of respondents compare products with competitors before making a purchase, while only a minority have ever abandoned a purchase. The main reason for abandonment was the need for additional time to reconsider, followed by price and payment problems. Of those who abandoned a purchase, 60% later returned and completed it.
Secondary keywords:	Buyer journey;buyer;online store.;
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	1 spletni vir (1 datoteka PDF (44 str.))
ID:	27222237