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undergraduate thesis
ULOGA AFEKTA I EMOCIJA NA DONOŠENJE ODLUKA O KUPNJI SUVREMENIH POTROŠAČA U ONLINE OKRUŽENJU
2018. urn:nbn:hr:180:626880
Akšamović, Domagoj
Zagreb School of Business

Cite this document

Akšamović, D. (2018). ULOGA AFEKTA I EMOCIJA NA DONOŠENJE ODLUKA O KUPNJI SUVREMENIH POTROŠAČA U ONLINE OKRUŽENJU (Undergraduate thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:626880

Akšamović, Domagoj. "ULOGA AFEKTA I EMOCIJA NA DONOŠENJE ODLUKA O KUPNJI SUVREMENIH POTROŠAČA U ONLINE OKRUŽENJU." Undergraduate thesis, Zagreb School of Business, 2018. https://urn.nsk.hr/urn:nbn:hr:180:626880

Akšamović, Domagoj. "ULOGA AFEKTA I EMOCIJA NA DONOŠENJE ODLUKA O KUPNJI SUVREMENIH POTROŠAČA U ONLINE OKRUŽENJU." Undergraduate thesis, Zagreb School of Business, 2018. https://urn.nsk.hr/urn:nbn:hr:180:626880

Akšamović, D. (2018). 'ULOGA AFEKTA I EMOCIJA NA DONOŠENJE ODLUKA O KUPNJI SUVREMENIH POTROŠAČA U ONLINE OKRUŽENJU', Undergraduate thesis, Zagreb School of Business, accessed 30 October 2024, https://urn.nsk.hr/urn:nbn:hr:180:626880

Akšamović D. ULOGA AFEKTA I EMOCIJA NA DONOŠENJE ODLUKA O KUPNJI SUVREMENIH POTROŠAČA U ONLINE OKRUŽENJU [Undergraduate thesis]. Zagreb: Zagreb School of Business; 2018 [cited 2024 October 30] Available at: https://urn.nsk.hr/urn:nbn:hr:180:626880

D. Akšamović, "ULOGA AFEKTA I EMOCIJA NA DONOŠENJE ODLUKA O KUPNJI SUVREMENIH POTROŠAČA U ONLINE OKRUŽENJU", Undergraduate thesis, Zagreb School of Business, Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:180:626880

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Metadata
TitleULOGA AFEKTA I EMOCIJA NA DONOŠENJE ODLUKA O KUPNJI SUVREMENIH POTROŠAČA U ONLINE OKRUŽENJU
Title (english)The role of affect and emotions on modern consumers and reaching purchasing decisions in an online environment
AuthorDomagoj Akšamović
MentorDijana Vuković (mentor)
Committee memberNeven Šipić (predsjednik povjerenstva)
Committee memberPredrag Čudina (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2018-11-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Mass Media
Abstract
Pojava moderne tehnologije svakom je suvremenom potrošaču donijela nove prilike u načinu na koji obavlja kupovinu. Dostupnost informacija na internetu potrošačima je olakšala proces traženja informacija koji im je u prošlosti zadavao velike muke. Suvremenom potrošaču pretraga informacija ne predstavlja značajan problem. Spreman je dijeliti svoja iskustva sa ostalim sudionicima interneta i poslušati njihove savjete. Osim potrošačima, tehnologija je pružila nove prilike i trgovcima. Pojavile su se brojne trgovine čiji je glavni kanal prodaje upravo internet. Kako bi online prodaja bila uspješna, marketinške strategije morale su se prilagoditi zahtjevima suvremenog društva. Mnoge strategije koriste emocije i afekte kao glavno sredstvo pridobivanja potrošača. Upravo takve strategije pokazuju da su potrebni novi pristupi u stvaranju modela ponašanja potrošača. Standardni model ponašanja potrošača, koji se temelji na pretpostavci da je potrošač prilikom donošenja odluka o kupnji isključivo racionalan, više ne može udovoljiti zahtjevima suvremenih istraživanja. Emocije igraju veliku ulogu u donošenju odluka o kupnji stoga ne smiju biti zanemarene. Osim emocija, afektivna stanja mogu navesti suvremenog potrošača da potrebe za novim uzbuđenjima pronađe u procesu kupovine.
Abstract (english)
The emergence of modern technology has brought new opportunities to every modern consumer in the way he performs the purchasing process. The availability of information on the Internet has made it easier for consumers to seek information, which has been a major problem in the past. For the contemporary consumer, searching for information is not a significant problem. He is ready to share his experiences with other participants of the Internet and listen to their advice. Apart from consumers, technology has also provided new opportunities to marketers. Numerous shops whose main sales channel is the Internet have emerged,. In order for online sales to be successful, marketing strategies also had to adapt to meet the contemporary demands. Many strategies use emotions and affects as the main means of acquiring consumers. Such strategies show that new approaches are needed in the creation of models of consumer behavior. A standard consumer behavior model, based on the assumption that the consumer is rational in making purchasing decisions, can no longer meet the requirements of contemporary research. The role of emotion in the decision-making process is too great to be neglected. In addition to emotions, affective states can direct the modern consumer to find the need for new excitement in the buying process.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:626880
Study programmeTitle: Marketing management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2018-11-22 08:14:51