| Sažetak | Početkom 2020. godine svijetom je zavladala globalna pandemija virusa pod nazivom „COVID 19“, budući da nitko nije bio spreman na promijene koje je pandemija donijela „preko noći“ su se mijenjale svakodnevica i život na koji su svi navikli. U trenutcima kad su se donosile sve strože i strože mjere diljem svijeta ponašanje potrošača se značajno promijenilo, od načina kupnje do količina koje su pojedinci kupovali. U provom dijelu ovog rada razrađeno je na koji način su podatci prikupljani i koja je metodologija korištena. Također na samom početku rada amplificirana je tema kako se ponaša kupac u interaktivnom okruženju, te kako prednost interaktivnog okruženja pokušava iskoristiti proizvođač odnosno prodavač proizvoda ili usluge, također objašnjen je pojam koji se odnosi na osobnu potrošnju i kako kultura utječe na potrošača, te koji su još utjecaji na ponašanje potrošača. U slijedećem dijelu rada analizirani su načini utjecaja na potrošača, kao i pojam interneta i online trgovine, temeljem analiza međunarodnih statističkih organizacija prikazan je utjecaj globalne pandemije na internet trgovinu u Europi, te je prikazano u kojim zemljama se najviše kupuje putem interneta. U završnom djelu rada provedeno je empirijsko istraživanje na uzorku od 138 ispitanika, te je analizirano mišljenje ljudi o sigurnosti kupovine na internetu te mišljenje da li su ljudi pretjerano stvarali zalihe za vrijeme pandemije i da li se češće odlučuju na kupovinu putem interneta nego su to radili prije pandemije. |
| Sažetak (engleski) | At the beginning of 2020, the world was dominated by a global virus pandemic called "COVID 19", since no one was prepared for the changes that the pandemic brought, "overnight" everyday life and the life that everyone was used to changed. In the moments when stricter and stricter measures were adopted around the world, consumer behavior changed significantly, from the way of buying to the quantities that individuals bought. In the first part of this work, it was elaborated how the data were collected and what methodology was used. Also, at the very beginning of the work, the topic of how the customer behaves in an interactive environment is amplified, and how the manufacturer or seller of a product or service tries to take advantage of the interactive environment, the term related to personal consumption and how culture affects the consumer, and which are more influences on consumer behavior. In the next part of the paper, the ways of influencing the consumer, as well as the concept of the Internet and online trade, are analyzed, based on the analysis of international statistical organizations, the impact of the global pandemic on Internet trade in Europe is shown, and it is shown in which countries the most purchases are made via the Internet. In the final part of the paper, empirical research was conducted on a sample of 138 respondents, and people's opinion about the safety of shopping on the Internet was analyzed, as well as the opinion of whether people excessively stockpiled during the pandemic and whether they decide to shop online more often than they used to. before the pandemic |
