Utjecaj elektroničke maloprodaje na rast dodane vrijednosti za potrošače

doctoral thesis

• Title (english): The impact of electronic retail on the growth of added value for consumers
• Author: Daniel Popović
• Mentor: Sanda Renko (mentor)
• Committee member: Blaženka Knežević (predsjednik povjerenstva)
• Committee member: Ivan Strugar (član povjerenstva)
• Committee member: Ninoslav Novak (član povjerenstva); MBZ: 157901
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism
• Universal decimal classification (UDC): 330 - Economics. Economic science

Abstract

Namjena – Namjena ove disertacija je istraţiti ĉimbenike prihvaćanja elektroniĉke maloprodaje od strane potrošaĉa na hrvatskom trţištu i njen utjecaj na rast dodane vrijednosti za potrošaĉe.
Oblikovanje/metodologija/pristup – Ova disertacija sjedinjuje svjetski poznat i priznat Model prihvaćanja tehnologije te vanjske ĉimbenike od utjecaja na potrošaĉevo prihvaćanje elektroniĉke maloprodaje (cijena i udobnost), a istraţivanje je provedeno anketnim upitnikom na uzorku od 1007 korisnika interneta.
Rezultati – Empirijski rezultati pokazuju kako na percipiranu korisnost elektroniĉke maloprodaje u Hrvatskoj najveći utjecaj ima udobnost, nešto manji utjecaj ima percipirana jednostavnost korištenja, a najmanji utjecaj, iako statistiĉki znaĉajan, ima cijena. Na percepciju jednostavnosti korištenja najviše utjeĉe percipirana kvaliteta pruţenih informacija, zatim osigurana razina usluge, a najmanji utjecaj ima uĉinkovitost informacijskog sustava.
Ograniĉenja/implikacije istraţivanja – Buduća istraţivanja se trebaju provesti u istom kontekstu, ali na drugaĉijem uzorku kako bi se potvrdili rezultati ovog istraţivanja. Predlaţe se i longitudinalno istraţivanje kako bi se dodatno provjerio predloţeni konceptualni model. Nadalje, predlaţe se ukljuĉivanje i drugih vanjskih ĉimbenika (povjerenje općenito; povjerenje prema trgovcima koji su već etablirani u tradicionalnoj maloprodaji i prema trgovcima koji posluju iskljuĉivo na internetu; istraţivanje po hrvatskim makroregijama itd.).
Originalnost/vrijednost – Znanstvena originalnost i vrijednost se ogleda u tome što su elementi modela prihvaćanja tehnologije, uz odabrane vanjske ĉimbenike, po prvi puta primijenjeni u istraţivanju elektroniĉke maloprodaje na prostoru Republike Hrvatske, a zakljuĉci ovog istraţivanja se mogu upotrijebiti u poslovnoj zajednici prilikom odreĊivanja poslovnih strategija.

Abstract (english)

Purpose – This doctoral thesis explores consumer acceptance of e-tailing in Croatian market and its impact on consumer added value.
Design/methodology/approach – This doctoral thesis incorporates renowned and widely applied Technology Acceptance Model (TAM) and external factors such as price and convenience to examine consumer acceptance of e-tailing, based on the survey data collected from 1007 internet users in Croatia.
Findings – Empirical results suggest that convenience is the most significant factor of influence on perceived usefulness of e-tailing in Croatia, followed by less significant influence of perceived ease of use. Price is found to have the least significant influence on perceived usefulness of e-tailing. Furthermore, information quality has the most significant influence on perceived ease of use of e-tailing, followed by slightly smaller influence of service quality. Information system quality is found to have the least significant influence on perceived ease of use.
Research limitations/implications – Future research should be carried out with similar contextual dimensions to explore consumer acceptance of e-tailing with a different sample. A longitudinal research is also suggested in order to additionaly validate the proposed model. Additional external variables such as general trust, difference between trust in click-and-mortar and trust in pure-click merchants could be also examined.
Originality/value – The findings of this research have theoretical and practical implications for both scientists and managers involved into e-retail business. Scientific originality and value is reflected through the first application of TAM in the research of e-tailing in Croatia. Conclusions of this research can be considered when creating business strategies.

• Keywords: elektroniĉka maloprodaja; online kupovina; model prihvaćanja tehnologije; e-maloprodaja; Hrvatska
• Keywords (english): electronic commerce; online shopping; e-tailing; Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:022179
• Study programme: Title: Economics and Business Economics; Study programme type: university; Study level: postgraduate; Academic / professional title: doktor/doktorica znanosti, područje društvenih znanosti, polje ekonomija (doktor/doktorica znanosti, područje društvenih znanosti, polje ekonomija)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Repository: REPEFZG
• Created on: 2016-06-28 06:58:24