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master's thesis
Stavovi kupaca o dijeljenju osobnih podataka u online okruženju
2023. urn:nbn:hr:191:745170
Troskot, Karla
University of Rijeka
Faculty of Tourism and Hospitality Management

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Troskot, K. (2023). Stavovi kupaca o dijeljenju osobnih podataka u online okruženju (Master's thesis). Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:745170

Troskot, Karla. "Stavovi kupaca o dijeljenju osobnih podataka u online okruženju." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2023. https://urn.nsk.hr/urn:nbn:hr:191:745170

Troskot, Karla. "Stavovi kupaca o dijeljenju osobnih podataka u online okruženju." Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, 2023. https://urn.nsk.hr/urn:nbn:hr:191:745170

Troskot, K. (2023). 'Stavovi kupaca o dijeljenju osobnih podataka u online okruženju', Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, accessed 29 November 2024, https://urn.nsk.hr/urn:nbn:hr:191:745170

Troskot K. Stavovi kupaca o dijeljenju osobnih podataka u online okruženju [Master's thesis]. Opatija: University of Rijeka, Faculty of Tourism and Hospitality Management; 2023 [cited 2024 November 29] Available at: https://urn.nsk.hr/urn:nbn:hr:191:745170

K. Troskot, "Stavovi kupaca o dijeljenju osobnih podataka u online okruženju", Master's thesis, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:191:745170

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Metadata
TitleStavovi kupaca o dijeljenju osobnih podataka u online okruženju
Title (english)Customer attitudes about sharing personal information in online environment
AuthorKarla Troskot
MentorAna Čuić Tanković (mentor)
GranterUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Opatija
Defense date and country2023-09-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Podatci koje generira današnji potrošač u digitalnom okruženju predstavljaju priliku za poduzeća da unaprijede svoj angažman potrošača i održavanje podataka potrošača sigurnim. Takva vrsta podataka neizmjerno je vrijedna raznim tvrtkama kako bi bolje razumjele potrebe i želje kupaca. Navedeni uvidi pomažu u razvoju novih proizvoda i usluga, kao i za personalizaciju oglašavanja i digitalnog marketinga. No, iako takva vrsta oglašavanja i digitalnog marketinga ima svoje prednosti za online potrošača u vidu prilagođenih oglasa i popusta, postoji rizik od kompromitacije tih podataka i krađe važnih informacija koje mogu omogućiti pristup hakerima u online račune potrošača. U ovom diplomskom radu istraženi su stavovi potrošača o dijeljenju osobnih podataka u online okruženju, odnosno njihovo mišljenje o raznim sigurnosnim mjerama, poduzećima koja trguju online, prilagođenim oglasima, itd. Rezultati istraživanja pokazuju pozitivnu korelaciju između poznavanja vlastitih potrošačkih prava i pojma GDPR s načinom na koji se kupci odnose prema dijeljenju osobnih podatka prilikom online kupovine.
Abstract (english)
The data generated by today's consumer in a digital environment presents an opportunity for businesses to improve their consumer engagement and keep consumer data secure. This kind of data is immensely valuable to various companies to better understand customer needs. These insights help to develop new products and services, as well as to personalize advertising and digital marketing. But although this type of advertising and digital marketing has its advantages for the online consumer in the form of customized ads and discounts, there is a risk of compromising this data and theft of important information that can allow hackers to access the consumer's online accounts. In this thesis, the attitudes of consumers towards sharing their personal data in the online environment were investigated, i.e. their opinion about various security measures, companies that trade online, customized ads, etc. The research results show a positive correlation between knowing one's own consumer rights and the concept of GDPR with the way in which consumers relate to sharing their personal data while shopping online.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:191:745170
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 conditionsOpen access
Terms of useLicence Attribution 4.0 International (CC BY 4.0) icon
Created on2023-09-12 09:11:34