prikaz prve stranice dokumenta ULOGA MOBILNE PLATFORME U PROCESU DONOŠENJA ODLUKE O KUPNJI
  Download
PDF 1.74 MB
master's thesis
ULOGA MOBILNE PLATFORME U PROCESU DONOŠENJA ODLUKE O KUPNJI
Diplomski rad
Split: University of Split, Faculty of economics Split, 2016. urn:nbn:hr:124:246046
Traljić, Davor
University of Split
Faculty of economics Split

Institutional repository: REFST

Cite this document

Traljić, D. (2016). ULOGA MOBILNE PLATFORME U PROCESU DONOŠENJA ODLUKE O KUPNJI : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:246046

Traljić, Davor. "ULOGA MOBILNE PLATFORME U PROCESU DONOŠENJA ODLUKE O KUPNJI : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2016. https://urn.nsk.hr/urn:nbn:hr:124:246046

Traljić, Davor. "ULOGA MOBILNE PLATFORME U PROCESU DONOŠENJA ODLUKE O KUPNJI : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2016. https://urn.nsk.hr/urn:nbn:hr:124:246046

Traljić, D. (2016). 'ULOGA MOBILNE PLATFORME U PROCESU DONOŠENJA ODLUKE O KUPNJI : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 30 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:246046

Traljić D. ULOGA MOBILNE PLATFORME U PROCESU DONOŠENJA ODLUKE O KUPNJI : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2016 [cited 2024 December 30] Available at: https://urn.nsk.hr/urn:nbn:hr:124:246046

D. Traljić, "ULOGA MOBILNE PLATFORME U PROCESU DONOŠENJA ODLUKE O KUPNJI : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:124:246046

Metadata
TitleULOGA MOBILNE PLATFORME U PROCESU DONOŠENJA ODLUKE O KUPNJI : Diplomski rad
AuthorDavor Traljić
MentorGoran Dedić (mentor)
MBZ: 274212
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2016-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Cilj istraživanja bio je na temelju prikupljenog teorijskog okvira te analize primarnih podataka doći do spoznaja o ulozi mobilne platforme u procesu donošenja odluke o kupnji. Postavljene su 3 hipoteze. Prva hipoteza :“mobilna platforma najčešće korištena za traženje informacija o proizvodima i uslugama“ je prihvaćena. Druga hipoteza: „sklonost korištenju mobilne platforme u fazi kupnje je veća, što je percipirani rizik kupnje manji.“, je prihvaćena. Konačno treća hipoteza : „Mobilna platforma je najčešće korištena platforma u poslijekupovnoj fazi“ je također prihvaćena.Zaključeno je kako su pogodnost (jednostavnost i brzina korištenja, te dostupnost uređaja u određenom trenutku) i kvaliteta korištenja uređaja čimbenici od najviše važnosti za izbor mobilnog uređaja za donošenje odluke o kupnji. Potrošači pokazuju visoku sklonost korištenju mobilnog uređaja u svakoj od 3 faze procesa donošenja odluke o kupnji (traženje informacija, kupnja, poslijekupovna faza). Mobilni uređaji stoga imaju značajnu ulogu u potrošačevom procesu donošenja odluke o kupnji, zbog čeka je mobilna platforma kanal od izrazite važnosti za marketing.
Abstract (english)
The aim of the research, based on the theoretical framework and the primary data analysis, was to find the role of the mobile platform in the consumers’ decision journey. 3 hypotheses were set. First hypothesis: “mobile platform is the most used platform when searching the information about products and services”, was accepted. Second hypothesis: “the tendency of using a mobile platform in the buy stage is greater, the perceived risk is lesser” was also accepted. Finally the third hypothesis: “mobile platform is the most used platform in the after-purchase stage”has also been accepted. The research also concluded that convenience (ease and speed of use, and the availability of the device at a certain moment) and quality of use are the factors of the highest importance when choosing a mobile device for purchase decision making. Consumers show a high tendency to use a mobile device in each of the 3 stages of the buying process (information search, purchase, and after-purchase stage). Therefore mobile devices have an important role in the consumers’ decision journey, and the mobile platform is an important channel for marketing.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:246046
Study programmeTitle: Business Studies
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 In copyright icon
Created on2017-11-07 11:33:41