magistrsko delo
Manca Simetinger (Avtor), Borut Milfelner (Mentor)

Povzetek

Internetno elektronsko poslovanje hitro raste s širjenjem komercialnih spletnih mest in vse večjim izvajanjem spletnih transakcij s strani odjemalcev. Svetovni splet se kot nov marketinški kanal v mnogih pogledih razlikuje od tradicionalnih maloprodajaln. V današnjem hitro spreminjajočem se okolju morajo biti organizacije zelo fleksibilne in hitro prilagodljive na nenadne spremembe na trgu, saj lahko le tako ostajajo konkurenčne. Bistvenega pomena zanje predstavlja uspešna marketinška komunikacija z odjemalci, ki so ključnega pomena za obstoj katere koli organizacije na trgu. Poznavanje in uporaba spletnih recenzij lahko organizacijam pomaga pri izboljšanju njihovih izdelkov, povečanju ugleda blagovne znamke podjetja in doseganju novih odjemalcev. Spletne recenzije predstavljajo resnične izkušnje uporabnikov, ki potencialnim odjemalcem omogočajo vpogled v kakovost, vrednost in zanesljivost izdelka ali storitve, o kateri razmišljajo. S spletnimi recenzijami se odjemalci veliko bolj povežejo in poistovetijo kot z oglaševanjem, zato lahko imajo te bistven vpliv na njihove nakupne odločitve. To pomeni, da pozitivna spletna prisotnost organizacije ne glede na panogo prinaša mnogo prednosti in postaja ključni del oblikovanja blagovne znamke. V magistrskem delu smo podrobneje definirali in opisali spletne recenzije, opredelili njihovo relevantnost in učinkovitost v procesu odločanja odjemalca ter ugotovili, kako pomembno vlogo imajo te pri odjemalčevi izbiri za nakup izdelka ali storitve. Skozi nalogo smo raziskovali, kakšen namen imajo spletne recenzije, kako jih odjemalci zaznavajo ter kako pogosto se nanje zanašajo. Predvsem pa je bil poudarek na njihovi prepričljivosti in uporabnosti. Natančno smo preučili, kako poteka proces odločanja odjemalca in kakšen vpliv imajo spletne recenzije na nakupne namere odjemalcev. To smo podrobneje raziskali s pomočjo dosedanjih raziskav ter lastne analize, ki smo jo izvedli v nadaljevanju tega magistrskega dela. Rezultati analize so pokazali, da odjemalci v spletnih recenzijah najpogosteje zasledijo informacije o učinkovitosti izdelka ter da tiste odjemalce, ki menijo, da so spletne recenzije koristne, to spodbudi k nakupu izdelka oziroma storitve. Prav tako odjemalce stališča, ki so si jih ustvarili o spletnih recenzijah, spodbudijo k nakupu in so ob enem na splošno pozitivno povezana z njihovimi mnenji o koristnosti spletnih recenzij.

Ključne besede

nakupovanje;nakupno vedenje;vedenje porabnikov;spletne recenzije;vpliv;

Podatki

Jezik: Slovenski jezik
Leto izida:
Tipologija: 2.09 - Magistrsko delo
Organizacija: UM EPF - Ekonomsko-poslovna fakulteta
Založnik: M. Simetinger
UDK: 366.12
COBISS: 193556995 Povezava se bo odprla v novem oknu
Št. ogledov: 26
Št. prenosov: 3
Ocena: 0 (0 glasov)
Metapodatki: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Ostali podatki

Sekundarni jezik: Angleški jezik
Sekundarni naslov: ǂThe ǂimpact of online reviews on customer purchase intentions
Sekundarni povzetek: Internet e-commerce is growing rapidly with the proliferation of commercial websites and increasing execution of online transactions by consumers. As a new marketing channel, the World Wide Web differs from traditional retailers in many ways. In today’s rapidly changing environment, organizations need to be highly flexible and quickly adaptable to sudden changes in the marketplace in order to remain competitive. Successful marketing communication with consumers is essential for the existence of any organization in the market. Knowledge and use of online reviews can help organizations improve their products, increase a company’s brand reputation, and reach new customers. Online reviews represent real user experiences that give potential consumers insight into the quality, value and reliability of the product or service they are considering. Online reviews connect and identify with customers much more than advertising, so they can have a significant impact on their purchasing decisions. This means that an organization’s positive online presence, regardless of the industry, brings many benefits and becomes a key part of branding. In the master’s thesis, we defined and described online reviews in more detail, defined their relevance and effectiveness in the consumer’s decision-making process and determined how important they are in the consumer’s choice to purchase a product or service. We investigated the purpose of online reviews, how consumers perceive them and how often they rely on them. Above all, the emphasis was on their persuasiveness and usefulness. We looked closely at how the consumers decision-making process works and what impact online reviews have on consumers’ purchasing intentions. We have researched this in more detail with the help of previous research and our own analysis, which we carried out in the continuation of this master's thesis. The results of the analysis showed that customers most often find information about the effectiveness of a product in online reviews, and that those customers who find online reviews useful are encouraged to purchase a product or service. In addition, the attitudes that consumers have formed about online reviews encourage them to make a purchase and are generally positively associated with their opinions about the usefulness of online reviews.
Sekundarne ključne besede: online reviews;purchase intent;consumer;shopping;impact;
Vrsta dela (COBISS): Magistrsko delo/naloga
Komentar na gradivo: Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani: 1 spletni vir (1 datoteka PDF (IV, 71 str., 5 str. pril.))
ID: 22701831