| Abstract | U današnje vrijeme, uz brzi razvoj tehnologije, Web trgovina postaje sve značajnija, a
predstavlja proces kupovine i prodaje proizvoda ili usluga preko interneta. Kroz planirana
istraživanja cilj je ustvrdit rasprostranjenost upotrebe Weba za kupovinu među stanovnicima
Osječko-baranjske županije. Kada je u pitanju Web trgovina domaćim će se tržištem smatrati
sve online trgovine koje su namijenjene prvenstveno građanima Republike Hrvatske. Prvi dio
rada objašnjava pojam i razvoj web trgovine kao prikladan uvod u navedeno istraživanje.
Korištenjem upitnika i analize dostupnih podataka iz sekundarnih i tercijarnih izvora,
istraživanje će pokazati preferencije i ponašanje potrošača u Osječko-baranjskoj županiji kada
je u pitanju Web trgovina. Identificirati će se demografske karakteristike ispitanika, poput
spola, dobi, obrazovanja i prihoda. Također, upitnikom će se sagledati učestalosti korištenja
interneta za kupovinu, vrste proizvoda i usluga koje se najčešće kupuju putem određenih web
platformi, motivi i prepreke za online kupovinu prvenstveno na domaćem tržištu kao i druga
pitanja koja su u korelaciji s ciljevima istraživanja. Upitnik je proveden na 320 ispitanika iz
ciljane regije. Odrađena je anketa putem kanala Google Forms, koji skuplja sve navedene
podatke koji su unijeli ispitanici. Radi boljeg uvida u rezultate, filtrirani su odgovori prema
dobi, spolu, obrazovanju i ostalim obilježjima, koji će kasnije biti uspoređeni s određenim
odgovorima u svrhu statističke analize. Ovo istraživanje sigurno će pružiti uvid u trenutno
stanje i potencijal rasta online trgovine u regiji, a očekuje se da će rezultati istraživanja pružiti
vrijedne i korisne uvide za lokalne poduzetnike i trgovce. Rezultati će istraživanja vjerojatno
otvoriti i nova istraživačka pitanja koja će biti poticaj za buduća istraživanja i razvojne projekte
u području online trgovine. |
| Abstract (english) | In today's world, with the rapid development of technology, web commerce is becoming
increasingly significant, representing the process of buying and selling products or services
over the internet. Through planned research, the aim is to determine the prevalence of web
usage for shopping among the residents of the Osijek-Baranja County. When it comes to web
commerce, the domestic market will be considered to include all online stores primarily
intended for the citizens of the Republic of Croatia. The first part of the paper explains the
concept and development of web commerce as an appropriate introduction to the research. By
using questionnaires and analyzing available data from secondary and tertiary sources, the
research will reveal the preferences and behavior of consumers in the Osijek-Baranja County
regarding web commerce. Demographic characteristics of respondents, such as gender, age,
education, and income, will be identified. The questionnaire will also examine the frequency of
internet use for shopping, the types of products and services most frequently purchased through
certain web platforms, motivations and obstacles for online shopping, primarily in the domestic
market, as well as other issues correlated with the research objectives. The questionnaire was
conducted on 320 respondents from the targeted region. A survey was carried out via Google
Forms, which collected all the data provided by the respondents. For a better insight into the
results, responses were filtered by age, gender, education, and other characteristics, which will
later be compared with certain responses for the purpose of statistical analysis. This research
will certainly provide an insight into the current state and potential growth of online commerce
in the region, and it is expected that the research results will provide valuable and useful insights
for local entrepreneurs and merchants. The results of the research will likely open new research
questions, which will serve as an impetus for future research and development projects in the
field of online commerce. |
