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master's thesis
EFEKT NEIZRAVNOG POTICANJA NA PONAŠANJE KUPACA U DIGITALNOM OKRUŽENJU U RH
diplomski rad
Split: University of Split, Faculty of economics Split, 2022. urn:nbn:hr:124:026545
Muslim, Lea
University of Split
Faculty of economics Split

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Muslim, L. (2022). EFEKT NEIZRAVNOG POTICANJA NA PONAŠANJE KUPACA U DIGITALNOM OKRUŽENJU U RH : diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:026545

Muslim, Lea. "EFEKT NEIZRAVNOG POTICANJA NA PONAŠANJE KUPACA U DIGITALNOM OKRUŽENJU U RH : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:026545

Muslim, Lea. "EFEKT NEIZRAVNOG POTICANJA NA PONAŠANJE KUPACA U DIGITALNOM OKRUŽENJU U RH : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:026545

Muslim, L. (2022). 'EFEKT NEIZRAVNOG POTICANJA NA PONAŠANJE KUPACA U DIGITALNOM OKRUŽENJU U RH : diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 06 November 2024, https://urn.nsk.hr/urn:nbn:hr:124:026545

Muslim L. EFEKT NEIZRAVNOG POTICANJA NA PONAŠANJE KUPACA U DIGITALNOM OKRUŽENJU U RH : diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2022 [cited 2024 November 06] Available at: https://urn.nsk.hr/urn:nbn:hr:124:026545

L. Muslim, "EFEKT NEIZRAVNOG POTICANJA NA PONAŠANJE KUPACA U DIGITALNOM OKRUŽENJU U RH : diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:124:026545

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Metadata
TitleEFEKT NEIZRAVNOG POTICANJA NA PONAŠANJE KUPACA U DIGITALNOM OKRUŽENJU U RH : diplomski rad
AuthorLea Muslim
MentorŽeljko Garača (mentor)
MBZ: 148451
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2022-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Business Informatics
Abstract
Porastom broja kupaca na internetu raste i potreba za primjenom novih, inovativnih alata njihovog privlačenja. Jedan od njih svakako je digitalni nudging, odnosno teorija neizravnog poticanja. Analizom web-sadržaja internetskih trgovina istraženo je koliko ova praksa široko rasprostranjena i kako utječe na rezultate poslovanja internet trgovine koja je primjenjuje. Osnovni cilj ovog rada je istraživanje efekta kojeg pojedini načini neizravnog poticanja imaju na kupce u digitalnom okruženju Republike Hrvatske. Prikupljanjem primarnih izvora podataka mrežnom anketom i njihovom statističkom obradom potvrđene su hipoteze o pozitivnom utjecaju korištenja neizravnih poticaja na odgovor kupca.
Abstract (english)
As the number of Internet customers grows, finding new ways of influencing on their online behaviour has become vital. One of those ways is influencing through different heuristics, as nudge theory proposes. Nudging can get people to make choices that they didn't originally intend to make. To investigate how widespread is the practice of digital nudging, a web-content analysis was conducted. This paper also aims to determine the effect of chosen nudges on customer response in a Croatia's e-commerce environment. The assumptions on the beneficial effects of digital nudging on the customer's response were verified by gathering primary sources of data via an online poll and statistically analysing them.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:026545
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
RepositoryREFST
Created on2022-10-24 13:20:01