Razlagalna moč krožnega modela odločanja pri spletnem nakupovanju potrošnikov: primer spletne skupnosti Mamice opremljajo

Čeru, Petra Viki (avtor), Kline, Mihael (mentor)

V magistrskem delu obravnavam razlagalno moč krožnega modela odločanja pri potrošnikih, ko nakupujejo prek spleta, in sicer na primeru Facebook spletne skupnosti Mamice opremljajo. Model v Sloveniji pred tem še ni bil praktično preizkušen. Glavni cilj magistrske naloge je ugotoviti, ali vpliv aktualnih spletnih skupnosti, elektronskih govoric in vplivnežev, ki potrošnikom predstavljajo dodaten ali nov vir informacij, kakor koli vpliva na proces odločanja za nakup ter v katerih fazah so vidne morebitne spremembe. V prvem delu naloge opredelim pojme, kot so virtualni vplivneži, elektronske govorice in spletne skupnosti, ter razložim, kako deluje model potrošnikove poti odločanja. V drugem delu naloge na podlagi rezultatov, pridobljenih z intervjuji, sklepam o spremembah na potrošnikovi poti odločanja. Rezultati pokažejo, da so bistveni poudarki modela vidni v fazi iskanja informacij in odločanja za nakup. Takrat se potrošniki najpogosteje oprejo na dodatne vire informacij in je zato vpliv drugih virov informacij v danem trenutku največji. V zaključku povzamem spremembe modela in predloge za morebitno nadaljnje raziskovanje.

• Jezik: Slovenski jezik
• Ključne besede: potrošnikova pot odločanja, spletne skupnosti, elektronske govorice, virtualni vplivneži.
• Vrsta gradiva: Magistrsko delo/naloga
• Organizacija: FDV - Fakulteta za družbene vede
• Leto izida: 2019
• PID: 20.500.12556/RUL-110824
• COBISS.SI-ID: 36418397
• Datum objave v RUL: 20.09.2019

ČERU, Petra Viki, 2019, Razlagalna moč krožnega modela odločanja pri spletnem nakupovanju potrošnikov: primer spletne skupnosti Mamice opremljajo [na spletu]. Magistrsko delo. [Dostopano 21 april 2025]. Pridobljeno s: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=slv&id=110824

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: The explanatory power of a circular decision-making process by consumers when they shop online: example of online communities mothers are purchasing

Izvleček

In the master's thesis, I study the explanatory power of the circular model of the decision-making process by consumers when they shop online. I examine the model on the example of the Facebook online community Mammas are purchasing. The model was never before practically tested in Slovenia. The main goal of the master's thesis is to find out whether the impact of online communities, electronic word of mouth and virtual influencers, which provide consumers with an additional or new source of information, in any way affects the consumer's decision-making process for purchasing, and in which phases there are potential changes. In the first part of my study, I define concepts such as virtual influencers, electronic word of mouth and online communities, and explain how the model of the consumer's decision-making process works. In the second part of the task, based on the results which I got from interviews, I conclude about changes in the consumer's decision-making process. The results show that the key emphasis of the model is evident during the search phase of information, purchasing decisions and the stage of purchase itself. At that time, consumers most often rely on additional sources of information, and therefore the impact of other sources of information is, at that time, the largest. In conclusion, I summarize the changes in the model and give additional suggestions for possible further research.

• Ključne besede: consumer decision-making process, online communities, electronic word of mouth, virtual influencers.