Vedenje slovenskih potrošnikov pri spletnem nakupovanju

magistrsko delo

Jasmina Kos (Author), Bruno Završnik (Mentor)

Abstract

Težko bi rekli, da bo spletno nakupovanje izpodrinilo klasično nakupovanje v fizičnih trgovinah in trgovskih centrih, vendar pa kljub temu lahko rečemo, da pričakujemo v naslednjih letih na spletu še več trgovin in povečano rast spletnih potrošnikov. Spletne trgovine imajo namreč mnogo prednosti, saj lahko udobno iz naslonjača kadarkoli in kjerkoli (dokler imamo internetno povezavo) kupimo izdelek, ki ga želimo, brez vsiljevanja prodajalčevega mnenja, čakanja na blagajni, iskanja parkirnega prostora in skrbi, kako bomo blago odnesli do našega doma. Vse to nam je na dosegu roke in z samo nekaj kliki imamo lahko naročen izdelek naslednji dan že doma. Nakupovanje še nikoli ni bilo tako udobno in enostavno. V magistrskem delu smo se osredotočili predvsem na vedenje slovenskih potrošnikov, ki nakupujejo prek spleta. Magistrsko nalogo smo razdelili v štiri temeljne sklope, v katerih smo skušali opisati, raziskati in prikazati realno stanje slovenskih potrošnikov, ki nakupujejo prek spleta. Prvi del magistrske naloge je namenjen opredelitvi spletne trgovine, spoznavanju dejavnikov dobre spletne trgovine in njene varnosti, prikazali smo različne vrste plačil ter opisali dostavo in prevzem naročila. V drugem delu smo podrobneje obravnavali vedenje potrošnikov pri nakupovanju prek spleta. Najprej smo prikazali dejavnike, ki vplivajo na nakupno vedenje potrošnika, nato smo se posvetili osnovnim stopnjam v procesu nakupnega vedenja in obravnavali nakupno vedenje potrošnika. V tretjem delu smo opredelili spletno nakupovanje, izpostavili njegovev prednosti in slabosti, prikazali nekaj statističnih podatkov spletnega nakupovanja v Sloveniji in na območju EU ter podrobneje opisali možna tveganja in nevarnosti pri spletnem nakupovanju. Zadnji del magistrske naloge je namenjen prikazu in analizi spletne ankete. V tem delu prikazujemo dejansko stanje slovenskih spletnih potrošnikov in ga zaključujemo s podajanjem sklepnih ugotovitev.

Keywords

spletna trgovina;potrošnik;vedenje potrošnikov;nakupno vedenje;spletno nakupovanje;varnost;internet;

Data

Language:	Slovenian
Year of publishing:	2015
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[J. Kos]
UDC:	339.138:004.738.5
COBISS:	11987740
Views:	1735
Downloads:	656
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Slovenian consumer's behaviour at online shopping
Secondary abstract:	It is hard to state that online shopping will displace classic shopping in actual stores and shopping centres, however, we can expect more online stores as well as a great increase of online consumers over the next years. Online stores possess many advantages, since we can anytime and anywhere from the comfort of our couch (if we have an internet connection) buy a product, which we want, without the enforced seller's opinion, with no checkout queue, without seeking a vacant parking spot and worries how to transport the goods back home. All this is at hand and with only few clicks we can have the ordered product home the next day. Shopping has never been so comfortable and easy. In this master thesis we concentrated mainly on the behaviour of the Slovenian consumers, who shop online. The master thesis was divided into four basic parts, in which we tried to describe, investigate and show the real state of the Slovenian consumers, who shop online. The first master's part is designed to define an online store, to learn about the factors of a good online store, its safety and different payment types and to describe an order delivery and takeover service. In the second part we addressed in detail the online consumer's behaviour. Firstly, we demonstrated the factors that influences the consumer buying behaviour, then we focused on basic levels in the buying behaviour process and dealt with the consumer buying behaviour. The third part defined an online shopping, exposed advantages and disadvantages of online shopping, demonstrated some statistic data about the online shopping in Slovenia and EU area and described in detail the possible risks and dangers of online shopping. The last part is meant to see and analyse the online survey. Here we show the real state of the Slovenian online consumers and conclude it by providing the final findings.
Secondary keywords:	Online store;online consumer;consumer's behaviour;shopping behaviour;online shopping;online purchase.;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	79 str., 5 str. pril.
ID:	8731183