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master's thesis
Utjecaj elemenata dizajna na emocionalna stanja potrošača i namjeru kupnje u web trgovini s proizvodima široke potrošnje
Rijeka: University of Rijeka, Faculty of Economics and Business, 2023. urn:nbn:hr:192:396204
Sertić, Barbara
University of Rijeka
Faculty of Economics and Business

Institutional repository: Repository of the University of Rijeka, Faculty of Economics and Business

Cite this document

Sertić, B. (2023). Utjecaj elemenata dizajna na emocionalna stanja potrošača i namjeru kupnje u web trgovini s proizvodima široke potrošnje (Master's thesis). Rijeka: University of Rijeka, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:192:396204

Sertić, Barbara. "Utjecaj elemenata dizajna na emocionalna stanja potrošača i namjeru kupnje u web trgovini s proizvodima široke potrošnje." Master's thesis, University of Rijeka, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:192:396204

Sertić, Barbara. "Utjecaj elemenata dizajna na emocionalna stanja potrošača i namjeru kupnje u web trgovini s proizvodima široke potrošnje." Master's thesis, University of Rijeka, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:192:396204

Sertić, B. (2023). 'Utjecaj elemenata dizajna na emocionalna stanja potrošača i namjeru kupnje u web trgovini s proizvodima široke potrošnje', Master's thesis, University of Rijeka, Faculty of Economics and Business, accessed 24 November 2024, https://urn.nsk.hr/urn:nbn:hr:192:396204

Sertić B. Utjecaj elemenata dizajna na emocionalna stanja potrošača i namjeru kupnje u web trgovini s proizvodima široke potrošnje [Master's thesis]. Rijeka: University of Rijeka, Faculty of Economics and Business; 2023 [cited 2024 November 24] Available at: https://urn.nsk.hr/urn:nbn:hr:192:396204

B. Sertić, "Utjecaj elemenata dizajna na emocionalna stanja potrošača i namjeru kupnje u web trgovini s proizvodima široke potrošnje", Master's thesis, University of Rijeka, Faculty of Economics and Business, Rijeka, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:192:396204

Metadata
TitleUtjecaj elemenata dizajna na emocionalna stanja potrošača i namjeru kupnje u web trgovini s proizvodima široke potrošnje
Title (english)The impact of design elements on consumer emotional states and purchase intention in a web store with FMCG products
AuthorBarbara Sertić
MentorIvana First Komen (mentor)
Committee memberIvana First Komen (predsjednik povjerenstva)
Committee memberDanijela Sokolić (član povjerenstva)
Committee memberŽeljka Marčinko Trkulja (član povjerenstva)
GranterUniversity of Rijeka
Faculty of Economics and Business
Rijeka
Defense date and country2023-09-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Utjecaj različitih elemenata na emocionalna stanja, a posljedično i na kupovne namjere potrošača, od velike je važnosti vlasnicima, voditeljima web trgovina i marketinškim stručnjacima. Provedeno istraživanje testiralo je utjecaj boje pozadine, veličine slika te rasporeda slika i teksta na emocionalno stanje ugode i uzbuđenja potrošača u web trgovini te na njihovu namjeru kupnje. Rezultati testova pokazuju da topla boja pozadine pozitivno utječe na emocionalno stanje ugode i uzbuđenja potrošača. Međutim, veličina slika nema statistički značajan utjecaj na emocionalno stanje ugode i uzbuđenja. Također, raspored slika i teksta nema utjecaj na emocionalno stanje ugode i uzbuđenja. Daljnja analiza potvrđuje da veće emocionalno stanje ugode i uzbuđenja povećava namjeru kupnje. Stoga, boja pozadine web trgovine može biti važan faktor za poticanje pozitivnih emocija kod potrošača i, posljedično, poticanje njihove namjere kupnje.
Abstract (english)
The influence of different elements on emotional states, and consequently on consumer purchase intentions, is of great importance to web store owners, managers, and marketing specialists. A study was conducted to test the influence of background color, image size, and the layout of images and text on consumers' emotional states of pleasure and arousal in an online store, as well as their purchase intention. The test results showed that warm background color has a positive effect on consumers' emotional states of pleasure and arousal. However, image size does not have a statistically significant impact on consumers' emotional states of pleasure and arousal. Additionally, the image and text layout do not influence consumers' emotional states of pleasure and arousal. Further analysis confirms that higher levels of emotional pleasure and arousal increase purchase intention. Therefore, the background color of an online store can be an important factor in stimulating positive emotions in consumers and, consequently, encouraging their purchase intention.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:192:396204
Study programmeTitle: Business economics; specializations in: Finance, Entrepreneurship, Management, Finance and Accounting, Marketing, International Business, IT Business
Course: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra ekonomije (sveučilišni/a 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 on2023-11-23 09:18:47