Title (srp)

Kreiranje poverenja potrošača generacije Y u onlajn okruženju

Author

Sofronijević, Katarina B., 1989-

Contributor

Kocić, Milan, 1968-
Šapić, Srđan, 1971-
Marinković, Veljko, 1978-
Đukić, Suzana, 1969-

Description (eng)

ABSTRACT:The complexity of studying consumer behavior is especially emphasized when we analyze theonline environment instead of the traditional one. Therefore, the interest in determining thefactors that govern consumer behavior in such an environment is one of the crucial tasks ofcontemporary marketing theory and practice. A particularly important aspect of the researchis consumer confidence in the online environment. Marketing challenges are bigger whenlooking at a specific consumer segment, as it is the case in this doctoral dissertation.In that sense, the main goal of the dissertation is to initiate valid scientific knowledge aboutthe extent to which the tendency to have trust, the quality of the website, perceived risk andelectronic interpersonal communication influence the creation of online trust of consumerswho belong to Generation Y.By using the model of structural equations, it has been confirmed that all dimensions of thetendency to trust and website quality have a positive and statistically significant impact oncreating online trust of consumers who belong to Generation Y. Moreover, it has beenconfirmed that product's risk and financial risk have negative impact on online trust of theconsumers when it comes to this segment Regarding electronic interpersonal communication,research has confirmed that the quality of information and the credibility of sources have apositive effect on the online trust of millennials. It was also concluded that online trust affectscognitive and affective attitudes, online satisfaction and intention to shop online.A holistic approach while studying the online trust of consumers who belong to Generation Yprovides a possibility to have more detailed analysis regarding the specifics of thisgeneration. The use of research results provides theoretical and practical implications, as abasis for future marketing strategies for businesses and legal entities which adjuts theirbusiness to the requirements of the online environment.

Description (srp)

APSTRAKT:Kompleksnost proučavanja ponašanja potrošača posebno je izražena kada se umestotradicionalnog analizira onlajn okruženje. Otuda je interesovanje zadeterminisanje faktora koji opredeljuju ponašanje potrošača u takvom okruženjujedan od krucijalnih zadataka savremene marketinške teorije i prakse. Posebnobitan aspekt izučavanja jeste poverenje potrošača u onlajn ambijentu.Marketinški izazovi su utoliko veći kada se posmatra specifičan segmentpotrošača, kao što je to slučaj u doktorskoj disertaciji.U tom smislu, osnovni cilj disertacije odnosi se na generisanje validnih naučnihsaznanja o tome u kojoj meri sklonost ka poverenju, kvalitet web sajta, percipiranirizik i elektronska interpersonalna komunikacija utiču na kreiranje onlajnpoverenja potrošača generacije Y.Korišćenjem modela strukturalnih jednačina potvrđeno je da sve dimenzijesklonosti ka poverenju i kvaliteta web sajta imaju pozitivan i statističkiznačajan uticaj na kreiranje onlajn poverenja potrošača generacije Y. Zatim,ustanovljeno je da rizik proizvoda i finansijski rizik imaju negativan uticaj naonlajn poverenje ovog segmenta potrošača. Što se tiče elektronskeinterpersonalne komunikacije, istraživanjem je potvrđeno da kvalitetinformacija i kredibilitet izvora pozitivno utiču na onlajn poverenjemilenijalaca. Zaključeno je i to da onlajn poverenje utiče na kognitivne i afektivnestavove, onlajn satisfakciju i nameru o onlajn kupovini.Holistički pristup tokom izučavanja onlajn poverenja potrošača generacije Y dajemogućnost detaljnog analiziranja specifičnosti ove generacije. Korišćenjemrezultata istraživanja pružaju se teorijske i praktične implikacije, kao osnovbudućih marketinških strategija za privredne subjekte koji svoje poslovanjeprilagođavaju zahtevima onlajn ambijenta.

Description (srp)

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Object languages

Serbian

Date

2021

Rights

Creative Commons License
This work is licensed under a
CC BY-NC-SA 3.0 AT - Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Austria License.

http://creativecommons.org/licenses/by-nc-sa/3.0/at/legalcode

Identifiers