| Sažetak | Ponašanje potrošača je jedan od važnijih pojmova u marketingu, odnosno jedan ciljeva marketinga je uči u glave potrošača što označuje da poznavanje ponašanje potrošača igra glavnu ulogu u marketingu. Tijekom povijesti se smatralo da potrošači racionalno razmišljaju, te da racionalno i kupuju, no to se promijenilo. Smatralo da je opsesivno- kompulzivni poremećaj (OKP) jedna od najrjeđih društvenih poremećaja, no danas je to česti društveni poremećaj. Kompulzivno ponašanje nije nužno OKP poremećaj, odnosno ono što je karakteristično za OKP je opsesija, dok kompulzivno ponašanje može biti prisutno u raznim oblicima i ne mora nužno uključivati opsesije. Ono što je važno napomenuti je da OKP i kompulzivno ponašanje može razviti ovisnost o kupovini koji postaje jedna od većih problema današnjice. Online kupovina je sa pojavom interneta postala nešto što tvrtke redovito koriste, a za vrijeme COVID-19pandemije je dodatno procvjetala. Zatvaranjem fizičkih trgovina potrošači koji su imali oblike kompulzivnog ponašanja u kupovini su se preselili na online kupovinu. Stoga razumijevanje kompulzivnog kupovanja u online kupovini može pomoći marketinškim stručnjacima u razvijanju sigurnog i društvenog prihvatljivog marketinga.
Rad započinje sa pojmom potrošačkog društva i njegovim razvoju, te se nastavlja na stilove potrošačkog ponašanja koji se koristi u teorijskom okviru ponašanja potrošača. Rad se nastavlja sa temama kompulzivne kupovine, online kupovine i kompluzivnog ponašanja u online kupovini korištenjem pregledane literature, odnosno kritičkim pregledom i sintezom već postojećih istraživanja koja su potvrđena sa određenim teorijama navedenih tema.
Kompulzivna kupovina je još poznata kao „shoppingoholizam“, što je druga riječ za ovisnost o kupovini, te kao i druge ovisnosti prikazuje određene oblike kompulzivnog ponašanja što uključuje nekontrolirano i prekomjerno ponašanje. Kao što je već poznato kompulzivna kupovina ili ovisnost o kupnji ostavlja negativne posljedice na pojedinca kao što su financijski problemi, mentalno zdravlje i problemi u međuljudskim odnosima.
Cilj ovog završnog rada je prikaz i razumijevanje kompulzivnog ponašanja u online kupovini, kao i same kompulzivne kupovine u društvu. |
| Sažetak (engleski) | Consumer behavior is one of important conceptsin marketing, regarding the main goal in marketing and that's to get into the minds of consumers, which indicates that understanding consumer behaviorplays a major role in marketing. Throughout history, it was believed that consumers think rationally and make rational purchases, but that has changed. Similarly, throughout history, obsessive-compusivedisorder (OCD) was considered one of the rarest social disorders, but today it's a common social disorder. Compulsive behavior is not necessarily an OCD disorder, because a characteristic of OCD is obsession, while compulsive behavior can be present in various forms and may not necessarily involve obsessions. It's important to say that OCD and compulsive behavior can develop into shopping addiction, which has become one of the problems of today's modern society. Online shopping has become something like „must have“ for companies, and during the COVID-19 pandemic, it had bloomed. With the closure of physical stores, consumers who had forms of compulsive shopping behavior have shifted to online shopping. Therefore, understanding compulsive buying in online shopping can help marketing professionals develop safe and socially acceptable marketing strategies.
The paper begins with the concept of consumer society and it's development, and continues with consumer styles behavior used in the theoretical concepts of consumer behavior. The papir contines with the topics like compulsive buying, online shopping and compulsive behavior in online shopping using literature review, respecting critical review and synthesis of existing research confirmed with certain theories of the mentioned topics.
Compulsive buying is also known as „shopaholism“, which is another word for shopping addiction, and like other addictions, it exhibits certain forms of compulsive behavior, including uncontrolled and excessive behavior. As it'salready known, compusive buying or shopping addictionhas negative consequences on individuals such as financial problems, mental health issues, and problems in relationships.
The main goal in this paper is to present and understand compulsive behavior in online shopping as well as compulsive buying in socitey. |
