20.500.12556/RUL-170878 Vpliv uporabe QR kode na potrošnikovo zaupanje v izdelek magistrsko delo The role of QR codes in shaping consumer trust in food products V digitalno podprtem okolju sodobne potrošnje QR koda vse pogosteje predstavlja stik med fizičnim izdelkom in digitalnimi informacijami. Te vsekakor vplivajo tudi na potrošnikovo zaznavo izdelka in blagovne znamke. Magistrsko delo raziskuje, katere vrste informacij, dostopne prek QR kode na prehranskih izdelkih, prispevajo k večjemu zaupanju potrošnikov, izboljšanju ugleda blagovne znamke ter občutku transparentnosti podjetja. V teoretičnem delu je predstavljen razvoj QR kod, njihova funkcija ob označevanju izdelkov ter njihov pomen v kontekstu trženja in komuniciranja z uporabniki. Empirični del temelji na kombinaciji kvantitativne in kvalitativne metode – spletni anketi med slovenskimi potrošniki in usmerjenem intervjuju s predstavnikom podjetja, ki QR kode že uporablja. Analiza se osredotoča na zaznane razlike v odnosu do QR kod glede na demografske dejavnike (starost, izobrazba, digitalna pismenost) ter na razlikovanje med uporabnimi in promocijskimi vsebinami QR kod. Izsledki raziskave bodo prispevali k razumevanju, kako sodobne digitalne označitve vplivajo na zaupanje v izdelek in blagovno znamko, ter kako lahko ponudniki prek QR kod učinkoviteje komunicirajo z informacijsko občutljivimi potrošniki. In today’s digitally supported consumer environment, QR codes are increasingly becoming a link between physical products and digital information. These digital extensions can significantly influence consumers’ perception of both the product and the brand. This master’s thesis explores which types of information, accessible via QR codes on food products, contribute to greater consumer trust, enhance brand reputation, and support the perception of corporate transparency. The theoretical part outlines the development of QR codes, their role in product labelling, and their significance in the context of marketing and communication with users. The empirical part is based on a mixed-methods approach – a quantitative online survey conducted among Slovenian consumers, and a qualitative interview with a representative of a company that already uses QR codes. The analysis focuses on differences in how QR codes are perceived based on demographic factors (age, education, digital literacy), as well as on the distinction between informative and promotional QR code content. The findings will contribute to a better understanding of how modern digital labels influence consumer trust in products and brands, and how producers can use QR codes to communicate more effectively with information-conscious consumers. QR koda zaupanje v podatke transparentnost označevanje izdelkov digitalna pismenost QR code trusted data transparency product labelling digital literacy true true false B. Pristavec Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-07-19 08:30:29 2025-07-19 08:30:34 2025-08-07 13:10:45 0000-00-00 00:00:00 2025 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (77 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 004.9:37.011.22:366.1(043.2) 175809 245134851 19854.pdf 19854.pdf 1 28EF03C30391278DB5F1ACE42405B3C9 8d37ad5c5c2c8224b71a5b9a3783db0beaeda49f556c89f32a8f9bbc343b50f3 de736b02-6469-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=213147 Fakulteta za družbene vede 0 0 0