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master's thesis
Stavovi potrošača prema online personalizaciji
Zagreb: University of Zagreb, Faculty of Economics and Business, 2024. urn:nbn:hr:148:454076
Lipovac, Barbara
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Lipovac, B. (2024). Stavovi potrošača prema online personalizaciji (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:454076

Lipovac, Barbara. "Stavovi potrošača prema online personalizaciji." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:454076

Lipovac, Barbara. "Stavovi potrošača prema online personalizaciji." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:454076

Lipovac, B. (2024). 'Stavovi potrošača prema online personalizaciji', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 13 January 2025, https://urn.nsk.hr/urn:nbn:hr:148:454076

Lipovac B. Stavovi potrošača prema online personalizaciji [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2024 [cited 2025 January 13] Available at: https://urn.nsk.hr/urn:nbn:hr:148:454076

B. Lipovac, "Stavovi potrošača prema online personalizaciji", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:148:454076

Metadata
TitleStavovi potrošača prema online personalizaciji
Title (english)Consumer attitudes towards online personalization
AuthorBarbara Lipovac
MentorMorana Fudurić (mentor)
Committee memberVatroslav Škare (član povjerenstva)
Committee memberSandra Horvat (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2024-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Personalizacija je marketinška strategija koja se koristi za prilagodbu proizvoda, usluga i komunikacije prema potrebama i preferencijama pojedinačnih potrošača. Iako počeci personalizacije sežu u prošlost, njezina primjena postaje izrazito važna u digitalnom dobu zahvaljujući napretku tehnologija poput strojnog učenja, umjetne inteligencije i složenih algoritama. Online personalizacija temelji se na korištenju demografskih podataka potrošača, praćenja njihova ponašanja u online okruženju, te analizu osobina ličnosti kako bi se stvorila što preciznija i učinkovitija marketinška komunikacija. U digitalnom okruženju personalizacija se često manifestira u prilagođenim oglasima, preporukama proizvoda ili sadržaja koje su oblikovane prema individualnim preferencijama potrošača. Unatoč brojnim prednostima koje online personalizacija osigurava ona također donosi i određene izazove, posebno u pogledu privatnosti potrošača i etičkih pitanja vezanih za masovno prikupljanje i upotrebu osobnih podataka potrošača. Ovaj rad bavio se istraživanjem stavova potrošača prema online personalizaciji. Cilj istraživanja bio je utvrditi imaju li potrošači pozitivan ili negativan stav prema online personalizaciji kao marketinškoj strategiji i s njom povezanim prikupljanjem podataka, i ovisi li njihov stav o demografskim karakteristikama. Primarno istraživanje provedeno je putem anketnog upitnika distribuiranog elektronički. Odgovori ispitanika analizirani su metodama deskriptivne statistike, kako bi se utvrdilo postoji li razlika s obzirom na demografske karakteristike. Rezultati istraživanja pokazali su kako potrošači imaju negativan stav prema online personalizaciji i da demografske karakteristike ne utječu na stavove prema istoj.
Abstract (english)
Personalization is a marketing strategy used to tailor products, services, and communications to the needs and preferences of individual consumers. Although the origins of personalization date back to earlier times, its application has become crucial in the digital age due to advances in technologies such as machine learning, artificial intelligence, and complex algorithms. Online personalization relies on the use of demographic data, tracking consumer behavior in online environments, and analyzing personality traits to create more precise and effective marketing communication. In the digital context, personalization often manifests in tailored ads, product recommendations, or content suggestions shaped by consumers' individual preferences. Despite the numerous advantages of online personalization, it also presents certain challenges, particularly regarding consumer privacy and ethical issues related to the mass collection and use of personal data. This study explored consumer attitudes towards online personalization. The aim was to determine whether consumers have a positive or negative view of online personalization as a marketing strategy, including its associated data collection practices, and whether their attitude depends on demographic characteristics. The primary research was conducted through an electronic survey. Respondents' answers were analyzed using descriptive statistics methods to determine if differences exist based on demographic characteristics. The results showed that consumers generally hold a negative view of online personalization, and that demographic characteristics do not influence these attitudes.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:454076
Study programmeTitle: Business economics
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-ShareAlike 3.0 Unported (CC BY-NC-SA 3.0) icon
Created on2024-09-23 12:45:15