E-poslovanje B2C

analiza uporabe e-trgovin v Sloveniji

Suzana Vršnak (Author), Samo Bobek (Mentor)

Abstract

Živimo v času, kjer ima internet vedno večji pomen, saj je v zadnjih letih dosegel visoko priljubljenost in hiter napredek. Omogoča nam zanesljivo izmenjavo podatkov, je pomemben vir informacij in hkrati nov medij komunikacije. Z razvojem interneta so se razvile tudi nove oblike e-poslovanja. Gre za način poslovanja, kjer transakcije potekajo v elektronski obliki preko interneta, torej tako pri poslovanju ni potrebna uporaba papirja, ampak se uporablja sodobna informacijsko-komunikacijska tehnologija. Namen in cilj magistrskega dela je bilo ugotoviti, v kakšni meri ljudje uporabljajo e-trgovine, kakšen je razlog za neuporabo le-teh in kaj ljudi pritegne k nakupu v e-trgovini. Marsikje po svetu so e-trgovine in nakupovanje v njih že vsakdanjik, v Sloveniji pa se je ta način nakupovanja začel razvijati šele pred leti. V prvem delu smo predstavili teorijo, ki se nanaša na raziskavo. Kot prvo smo pojasnili pojem e-poslovanje, razvoj le-tega, vrste in nekatere oblike ter prednosti in slabosti e-poslovanja. Glede na interakcijo subjektov e-poslovanja ločimo več modelov e-poslovanja, zato smo v nadaljevanju pojasnili model, ki se navezuje na našo raziskavo, in sicer model B2C, torej poslovanje med podjetniki in potrošniki. Ta model e-poslovanja nam je kot potrošnikom najbližji, saj ga uporabljamo v vsakdanjem življenju. Kot primer takšnega e-poslovanja so e-trgovine. Tako smo se v drugem delu teorije osredotočili na e-trgovine, kjer smo tudi predstavili tri slovenske e-trgovine. Sledi empirični del, kjer smo izvedli raziskavo. Za pridobitev podatkov raziskave smo uporabili anketni vprašalnik. Vanj smo vključili vprašanja, s katerimi smo preverili razloge za uporabo oziroma neuporabo e-trgovin in dejavnike, ki so pomembni za odločitev za nakup v e-trgovini. Respondente smo povprašali še o drugih dejavnikih, ki so povezani z uporabo e-trgovin v Sloveniji in so pomembni za našo raziskavo. Za raziskavo smo izbrali kvantitativno metodo raziskovanja, torej anketni vprašalnik, katerega smo ustrezno prilagodili naši raziskavi. Anketni vprašalnik smo razdelili med ciljno skupino uporabnikov e-trgovin, s katerimi smo pridobili podatke, ki smo jih analizirali. Za lažje pridobivanje podatkov smo uporabili spletno anketiranje, vprašalnik smo poslali priložnostno izbranim osebam iz različnih regij v Sloveniji. Pri analizi smo podatke izračunali s pomočjo programa SPSS, pri izdelavi grafov pa smo si pomagali s programom MS Excel. V raziskovalnem delu magistrskega dela smo predstavili rezultate analize, s katerimi smo prišli do ugotovitev, zakaj se uporabniki odločajo za nakup v e-trgovini in kateri dejavniki so jim pri izboru najbolj pomembni. Na koncu magistrskega dela smo prišli do zaključka, s katerim smo potrdili ali zavrnili zastavljene hipoteze. Na samem začetku smo si zastavili štiri hipoteze, ki so nas vodile skozi celotno magistrsko delo. S pomočjo anketnega vprašalnika smo prišli do podatkov, ki nam povedo, ali hipotezo zavrnemo ali potrdimo. Zavrnili smo dve hipotezi, dve pa smo potrdili. Hipotezo ena in tri smo zavrnili, hipotezo dva in štiri pa smo potrdili, kar smo v empiričnem delu na podlagi podatkov iz raziskave dokazali. V pomoč pri pisanju nam je bila različna domača in tuja literatura, različni članki, spletne strani in analiza izvedene ankete, ki nam je podala podatke, ki so bili bistveni za naše magistrsko delo.

Keywords

internet;elektronsko poslovanje;elektronsko trženje;spletna trgovina;spletna prodaja;uporaba;analiza uporabe;

Data

Language:	Slovenian
Year of publishing:	2014
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[S. Vršnak]
UDC:	004.738.5:339.13
COBISS:	11798044
Views:	2178
Downloads:	241
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	B2C e-business
Secondary abstract:	We live in time of increasing internet importance, since it has reached a high popularity and rapid progress in recent years. It enables a reliable exchange of data, is an important source of information as well as a new medium of communication. With the development of the internet new forms of e-commerce have been developed. It is a way of doing business where transactions take place electronically via the internet, which does not require the use of paper, but the use of modern information and communication technology. The purpose and objective of the master thesis was to determine the extent of e-commerce use, reasons for not using it and factors that attract people to purchase online. In many places around the world e-commerce and shopping online are part of everyday life, while in Slovenia this way of shopping has begun to develop only a few years ago. In the first part, a theory that relates to the study has been presented. The concept of e-commerce and its development, types and certain forms of e-commerce as well as the advantages and disadvantages of e-commerce have been explained. Depending on the interactions of e-commerce operators, several models of e-commerce are distinguished. We have explained the model, which is related to our study, named the B2C model that deals with transactions between entrepreneurs and consumers. Consumers are most familiar with this model, since it is used in everyday life. An example of such e-commerce is e-shopping. The second part of the theoretical discussion is focused on e-shopping with the presentation of three examples of Slovenian online shops. In the empirical part of the thesis a survey has been conducted. To obtain survey data, questionnaires have been used. Questions that have been included, verify the reasons for using or not using e-commerce and the factors that are relevant to the decision to buy online. The respondents have also been asked about other factors that are associated with the use of e-commerce in Slovenia and are important for the study. A quantitative research method has been used in the survey, ie a questionnaire, which was properly adapted for the study. The questionnaire, which was distributed among the target group of e-commerce users, obtained data that has been analyzed. To facilitate data acquisition, an online survey was used. Questionnaires were sent to randomly selected people from different regions of Slovenia. In the analysis, the data was calculated using SPSS program. Graphs were made with the help of MS Excel. The research part of the master thesis presents the results of the analysis that lead to the conclusion why users decide to purchase online and the most important factors that influence their decision. The end of the master thesis gives a conclusion that confirms or rejects hypotheses. At the very beginning we have set four hypotheses that have led us through the entire study. With the help of a questionnaire we had obtained the data that confirmed or rejected hypothesis. Two hypotheses were rejected, two hypotheses were confirmed. Based on the data gained in the survey, the empirical part shows that hypothesis one and three were rejected and hypothesis two and four were confirmed. We have used different domestic and foreign literature, various articles, websites, and analysis of the survey, which gave us data that were essential for our master thesis.
Secondary keywords:	Keywords: e-commerce;B2C model;e-shopping;internet.;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	78 str., 10 str. pril.
ID:	8730056