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Title:Nakupno vedenje odjemalcev na družbenih omrežjih kot platformah za nakupovanje
Authors:ID Toplak, Julija (Author)
ID Milfelner, Borut (Mentor) More about this mentor... New window
Files:.pdf MAG_Toplak_Julija_2023.pdf (2,08 MB)
MD5: F2B2E094FD218C2BC8EE8691C3283C69
 
Language:Slovenian
Work type:Master's thesis/paper
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Družbena omrežja dandanes predstavljajo pomemben del vsake marketinške strategije podjetja. Niso več zgolj komunikacijsko orodje, temveč imajo pomembno vlogo pri nakupnem vedenju odjemalcev ter vplivajo na proces nakupnega odločanja. Nenehno se razvijajo v smeri čim bolj enostavne in personalizirane uporabniške izkušnje, z implementiranjem novih funkcij pa nakazujejo izrazit razvoj, usmerjen v vzpostavljanje platforme za nakupovanje. Integracija spletne prodaje in družbenih omrežij je za podjetja lahko učinkovita le, če dobro poznajo svoje ciljne skupine in njihovo nakupno vedenje, ki mu lahko prilagodijo marketinške strategije, in zagotovijo edinstveno nakupovalno izkušnjo. V teoretičnem delu smo obravnavali družbena omrežja in pomen njihove uporabe za podjetja ter predstavili sodobne trende. Podrobneje smo analizirali vlogo družbenih omrežij kot komunikacijske platforme in kot platforme za nakupovanje. Predstavili smo teoretična izhodišča na področju vedenja odjemalcev na družbenih omrežjih ter opredelili segmente odjemalcev, preučili njihov odločitveni proces in nakupno vedenje. Posebej smo se osredotočili na ključne dejavnike nakupnega vedenja, kot so brskanje po izdelkih na družbenih omrežjih, elektronska komunikacija »od ust do ust«, informacije na družbenih omrežjih in nakupna namera. V empiričnem delu smo raziskovali, kateri dejavniki hedonistične in utilitaristične motivacije odjemalce motivirajo, da brskajo po izdelkih na družbenih omrežjih ter kako to vpliva na njihovo nakupno namero in posredovanje informacij »od ust do ust«. Preučevali smo tudi, kako odjemalci dojemajo informacije na družbenih omrežjih in kako te vplivajo na brskanje po izdelkih na družbenih omrežjih in na nakupno namero odjemalcev. Rezultati kažejo, da kakovost informacij in sprejemanje informacij pomembno vplivata na brskanje po izdelkih na družbenih omrežjih, medtem ko verodostojnost in uporabnost informacij nista statistično povezani z brskanjem. Med utilitarističnimi dejavniki motivacije ugotavljamo, da imajo dostopnost informacij, raznolikost izdelkov in prilagojeni oglasi pomemben vpliv na brskanje, medtem ko udobje ni statistično povezano z brskanjem. Pustolovskost in zabava ter avtoriteta in status sta hedonistična dejavnika motivacije, ki imata pomemben vpliv na brskanje po izdelkih na družbenih omrežjih, medtem ko hedonistični dejavnik odkrivanje trendov in socializacija ni povezan z brskanjem. Ugotavljamo še, da informacije na družbenih omrežjih in brskanje po izdelkih na družbenih omrežjih vplivajo na nakupno namero odjemalcev, prav tako pa brskanje po izdelkih na družbenih omrežjih vpliva na posredovanje informacij »od ust do ust«.
Keywords:družbena omrežja, nakupno vedenje odjemalcev, informacije na družbenih omrežjih, utilitaristična motivacija, hedonistična motivacija, nakupna namera, posredovanje informacij »od ust do ust«
Place of publishing:Maribor
Publisher:J. Toplak
Year of publishing:2023
PID:20.500.12556/DKUM-85878 New window
UDC:366.12:004.7
COBISS.SI-ID:172776707 New window
Publication date in DKUM:20.11.2023
Views:461
Downloads:115
Metadata:XML DC-XML DC-RDF
Categories:EPF
:
TOPLAK, Julija, 2023, Nakupno vedenje odjemalcev na družbenih omrežjih kot platformah za nakupovanje [online]. Master’s thesis. Maribor : J. Toplak. [Accessed 7 April 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=85878
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Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:16.09.2023

Secondary language

Language:English
Title:Shopping behaviour of consumers on social network services as shopping platforms
Abstract:Social network services represent an important part of any company’s marketing strategy. They are no longer simply a means of communication, as they now play an important role in consumers' shopping behaviour and influence their purchasing decision process. They are constantly being developed in the direction of the most simple and personalized user experience possible. With the implementation of new functions, they show distinct development aimed at establishing a shopping platform. The integration of online sales and social networks can only be effective for companies if they understand the shopping behaviour of their target groups, to which they can adapt marketing strategies and provide a unique shopping experience. The theoretical part discusses social networks and the importance of their use for companies and presents modern trends. We analysed in more detail the role of social networks as communication platforms and shopping platforms. We presented theoretical starting points in shopping behaviour on social network services, defined customer segments, and studied their decision-making process and purchasing behaviour. The focus was specifically on key factors of shopping behaviour such as product browsing on social media, electronic word-of-mouth communication, information on social network services, and purchase intention. In the empirical part, we investigated which factors of utilitarian motivation influence customers to browse products on social networks, and how this affects their purchase intention and electronic word-of-mouth communication. We also studied how consumers perceive information on social network services, and how this affects product browsing on social networks and purchase intention. Results show that quality and acceptance of information significantly influence product browsing on social networks. Information credibility and usefulness are, however, not statistically related to browsing. Among the utilitarian motivation factors, we find that information accessibility, product variety, and personalized advertisements significantly impact browsing, while convenience is not statistically related to browsing. Adventure and fun, authority and status are hedonic motivation factors that have a significant impact on product browsing on social media, while trend spotting and socialization are not related to browsing. We also find that information on social network services and product browsing on social networks influence purchase intention, while product browsing on social networks influences electronic word-of-mouth communication.
Keywords:social network services, the shopping behaviour of consumers, information on social network services, utilitarian motivation, hedonic motivation, purchase intention, electronic word-of-mouth communication


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