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master's thesis
Online kupovno ponašanje mladih potrošača
2020. urn:nbn:hr:191:130277
Tomić, Dragana
University of Rijeka
Faculty of Tourism and Hospitality Management

Cite this document

Tomić, D. (2020). Online kupovno ponašanje mladih potrošača (Master's thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:130277

Tomić, Dragana. "Online kupovno ponašanje mladih potrošača." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2020. https://urn.nsk.hr/urn:nbn:hr:191:130277

Tomić, Dragana. "Online kupovno ponašanje mladih potrošača." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2020. https://urn.nsk.hr/urn:nbn:hr:191:130277

Tomić, D. (2020). 'Online kupovno ponašanje mladih potrošača', Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 17 April 2024, https://urn.nsk.hr/urn:nbn:hr:191:130277

Tomić D. Online kupovno ponašanje mladih potrošača [Master's thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2020 [cited 2024 April 17] Available at: https://urn.nsk.hr/urn:nbn:hr:191:130277

D. Tomić, "Online kupovno ponašanje mladih potrošača", Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:191:130277

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Metadata
TitleOnline kupovno ponašanje mladih potrošača
Title (english)Online purchasing behavior of young consumers
AuthorDragana Tomić
MentorLorena Bašan (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2020-09-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Online svijet prepun je mogućnosti, prilika i novih tržišta koja se kontinuirano istražuju. Osim što se istražuju, njih je moguće i stvoriti, pa je tako online kupovina postala sinonim današnjice kada se govori o tržištu ponude i potražnje. Online kupovina dostupna je u gotovo svakom trenutku, na svakom mjestu i u svakoj prilici. Ona briše granice, otvara nove mogućnosti i pruža brojne druge prednosti svojim korisnicima. Digitalna pismenost generalno je zastupljenija kod mladih potrošača, a njihovo ponašanje prilikom online kupovine upravo je i tema rada. Svrha diplomskog rada jest istražiti kupovno ponašanje mladih online kupaca. Za potrebe pisanja rada provedeno je empirijsko istraživanje na uzorku od 470 ispitanika. Istraživanje se zasniva na utjecaju koji marketinške aktivnosti ostvaruju na online mlade potrošače, njihove odluke nakon kontakta s oglasima i načinom na koji oni generalno percipiraju marketinške aktivnosti na online tržištu. Online trgovina puno je više od klasičnog susreta ponude i potražnje, te je zbog velikog broja utjecaja vrlo bitno marketinški aktivna i prilagođena ciljanoj skupini potrošača.
Abstract (english)
The online world is full of opportunities, chances and new marketis tha are constantly being explored. In addition to being researched, it is also possible to create them, so online shopping has become synonymus today when it comes to the supply and deman market. Online shopping is available at almost any time, ina any place and at any occasion. It erases boundaries, opens up new possibilities and provides a number of other benefits to its users. Digital literacy is generally more prevalent among young consumers, andtheir behavior when iz preciesely the topic of this paper. The purpose of the thesis is to investigate the purchasing behavior of young online shoppers. For the puroposes of writing the paper, an empirical study was conducetd on a sample of 470 respondents. The research is based on the impact that marketing activities have on young online consumers, theri decisions after contact with advertisements and the way they generally perceive online marketing acitvities. Online shopping is much more than a classic market place, and due to the large number of influences it is very important in terms of marketing to tailored to the target group of consumers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:191:130277
Study programmeTitle: Marketing in tourism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-02-12 13:46:25